The document discusses strategies for attracting and retaining customers, including building strong long-term relationships through customer relationship management and empowering customers. It emphasizes understanding customer retention dynamics to manage the customer base and build loyalty through relevant branding, while also focusing on winning back past customers. The goal is to maximize customer loyalty and aggregate customer value to drive company profitability.

2. Build strong long-term relationships

3. Maximize customer loyalty by focusing
on customer “touch points”
Customer Relationship Management

4. CRM is important because a major driver of
company profitability is the aggregate value of
the company’s customer base

5. Make the brand and its marketing relevant to
customers

6. Permission marketing...

8. Empower Customers

9. Customer reviews and recommendations

10. Attracting and
retaining Customers

12. Understand Retention Dynamics

13. Manage the customer base

14. Build Loyalty

15. Create Institutional Ties

16. Win-Backs

17. •Build strong long-term relationships
•Customer relationship management
• Make brand relevant to customers
•Empower customers
•Reduce defection
•Understand retention dynamics
•Manage customer base
•Build loyalty
•Win-backs

18. Created by Jay Shivani, ISM Dhanbad,
during an internship by Prof. Sameer
Mathur, IIM Lucknow.
www.IIMInternship.com