Customer Loyalty and Brand Management While admittedly observational in nature, it can be argued that marketing as a science has largely focused on brand-centric objectives. This preoccupation has only recently been challenged by the popularization of customer-centric agendas introduced by customer satisfaction audits and customer needs/requirements studies.

Creating An Effective Advertising for Service Products Experts agree that while some aspects of advertising are the same for goods and services, the special characteristics of services require additional strategies to make advertising of services most effective. These include the following: 1) Present vivid information. Advertisers should use information that creates a strong or clear impression on the senses and produces a distinct mental picture. Using vivid information cues is particularly desirable when services are highly intangible and complex. Creating and Managing Customer Relationship Setting up and managing individual customer relationships can be broken up into four interrelated implementation tasks: 1) Identify customers. Relationships are only possible with individuals, not with markets, segments, or populations. Therefore, the first task in setting up a relationship is to identify, individually, the party at the other end of the relationship. Model of Customer Retention The customer retention process actually begins during acquisition, which creates customer expectations, including perceptions of product value and uniqueness. Initial product usage determines whether these expectations are met. Then other factors, such as ease of exit, ease of purchase, and customer service, come into play. Together these factors affect long-term customer behavior and determine the relationship between seller and buyer. Finding Out Customers Expectations To truly understand customers' needs, companies can encourage and facilitate customers' feedback about problems. British Airways, for example, installed customer-complaint booths at Heathrow Airport where disgruntled passengers could air their grievances on videotape. Besides giving customers immediate relief from their annoyances, British Air found that the complaint videotapes gave vivid information to management about customers' problems and expectations.

More... Customer Lifetime Value Creating an Effective Marketing Plan Customer Life Cycle Experiential Marketing

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