Relationship Marketing – Making the Customer Count

The key to success in service business now lies with concentrating on, and retaining, existing customers. Marketing therefore must be seen as a total approach with the customer firmly at the centre. Describes the relationship marketing ladder as the progression from conversion of a prospect into a customer, then into a client, from client to supporter, to advocate and, finally, to partner. Outlines the economic benefits of retaining customers. Emphasizes the link between quality, client retention and profitability.