How long is a lifetime?
Peter Rosenwald
No one lives for ever. That is especially true of customers. They come and go with increasing frequency, and 'loyalty' is a tenuous concept at best. No wonder that CRM (1) is the flavour of the marketing decade. In its broadest sense, it is the best defence we have against customer promiscuity.
Every good merchant knows that his best prospect is the person who bought from him yesterday: if he can provide a product and service that satisfies that customer, there is a strong likelihood that he will return to purchase again and...