So the sale is made! The salesman, customer and the company are all happy! What next? The hunt for another “prospective” customer? Well, that’s the story of many traditional companies – but some of them have already closed shop, a few are dying and the rest just lingering around.
So, what went wrong? Well, while most companies believe a sale is the end of the marketing exercise, the truth is that “the sale” is just the beginning of the script to success. Companies who have smartened up to this, are now realizing the value of customer retention and customer relationship management.
Given below is the case of a company, which has consistently been top of the charts on customer satisfaction... read on.
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Source : IIPM Editorial, 2006, Arindam Chaudhuri's Initiative
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