Relationship Marketing

How Small Businesses Can Use Social Media to Build Customer Loyalty

August 28, 2009

Customer loyalty is a key aspect of sustained, profitable growth. Spending valuable resources to acquire new customers just to replace customer attrition is an expensive, zero-sum game. Social media is the new shiny thing, lots of talk (noise) about it in the trade press, and some companies, like Best Buy, Ford, Southwest Airlines and Dell, [...]

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Relationship Marketing is Farming

August 6, 2009

I had an interesting conversation recently about relationship marketing with the CEO of a company I consult for. I am helping them with acquisition marketing but during this chat I suggested they consider a relationship marketing program to support the sales force. He asked me why I thought this was a good idea. We talked [...]

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Customer Data – The Gold in Your Backyard

July 27, 2009

You have a gold in your backyard worth millions or even hundreds of millions of dollars. The gold is the customer data held by your enterprise and it is quite possibly the most important asset your company owns. So why aren’t you mining the gold in your backyard? It’s a challenge for most companies, and [...]

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