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mismanagement of customer loyalty

Essay specific features

 

Issue:

Business

 

Written by:

Robert W

 

Date added:

August 10, 2016

 

Level:

University

 

Grade:

A

 

No of pages / words:

21 / 5732

 

Was viewed:

9565 times

 

Rating of current essay:

 
Essay content:

After running the scheme for five years, the company was able to determine the profitability of each of its accounts over time. Executives were curious to see just what payoff they were getting from their $2 million annual investment in customer loyalty. The answer took them by surprise. About half of those customers who made regular purchases for at least two years-- and were therefore designated as "loyal"-- barely generated a profit...
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About half of those customers who made regular purchases for at least two years-- and were therefore designated as "loyal"-- barely generated a profit. Conversely, about half of the most profitable customers were blow-ins, buying a great deal of high-margin products in a short time before completely disappearing...
displayed 300 characters

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