Five Keys to Keeping Your Best Customers

Recognizing the importance of retaining loyal customers, this article offers five major recommendations for mastering customer retention: 1) identify core customers; 2) measure key satisfaction indicators; 3) rigorously analyze defections; 4) mass customize to your core market; and 5) learn to address the unspoken needs of your customers. Presents specific examples of how successful firms are able to leverage this important skill to the benefit of the business.