customer relationship management
read the book and answer the following five questions:
- Who is a new customer?
- New to a category, new to the company
- Very different in different companies
- Understand the life cycle
- How can we detect customer defection?
- Which clusters of potential customers are good prospects?
- What is prospects
- What we qualify good prospects
- How to communicate prospects
- How to reach the prospects?
- Channels and platforms, and tools
- Lead generation merchandising, sales promotions, WOM, platforms, and channels
- Customer acquisition, including the whole chapter, how to promote, what strategies.
- KPIs of customer acquisition
- Number of customer acquired
- Cost to acquire
- Lifetime value
- Maintaining costs
