• Create BookmarkCreate Bookmark
  • Create Note or TagCreate Note or Tag
  • PrintPrint

e-Service Trends

Integrated Sales and Service: Customization and Integration

The need to attract, acquire, leverage, and retain customers is still of primary concern to most businesses. Revenue growth through customer acquisition and retention remains a major requirement for competing successfully. Several studies document that the average company loses half its customers every 5 years and that it costs five to ten times as much to obtain a new customer as to keep an existing one.

To improve customer retention, companies are developing and managing customer relationships via better sales/service integration and new technology. The concept of maximizing customer relationships as a competitive differentiator gained attention in the late 1980s. Managers realized that customers do not exist in a featureless aggregate any more than do products. A one-size-fits-all philosophy, therefore, doesn't work. Sales and service messages need to be tailored to each customer. Therein, of course, lies the problem. How do you market to a diverse customer base? How can any organization effectively and efficiently address the opportunity? How can technology help bring about better customer relationships?


PREVIEW

                                                                          

Not a subscriber?

Start A Free Trial


  
  • Creative Edge
  • Create BookmarkCreate Bookmark
  • Create Note or TagCreate Note or Tag
  • PrintPrint