customer relationship management

read the book and answer the following five questions:

  1. Who is a new customer?
  • New to a category, new to the company
  • Very different in different companies
  • Understand the life cycle
  1. How can we detect customer defection?
  1. Which clusters of potential customers are good prospects?
  • What is prospects
  • What we qualify good prospects
  • How to communicate prospects
  1. How to reach the prospects?
  • Channels and platforms, and tools
  • Lead generation merchandising, sales promotions, WOM, platforms, and channels
  • Customer acquisition, including the whole chapter, how to promote, what strategies.
  1. KPIs of customer acquisition
  • Number of customer acquired
  • Cost to acquire
  • Lifetime value
  • Maintaining costs

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