Managing customers profitably
Lynette RyalsCranfield School of Management
When making an offer to your customers, make sure they are worth it first and won't end up costing your company a lot of profit over the long term.
Consider this scenario. An insurance company develops a new product and the marketing team puts together an attractive offer package for the launch.The roll-out is across the entire customer base.Thousands of delighted customers sign up. So, a successful launch?
Well in fact, no. It was a disaster. Customers applied for the amazing offer in their thousands, almost all were customers who were...