RAC - Renewing an acquaintance

Ian Taylor

The RAC recognised the link between their lack of understanding of how to manage their customer relationships and their constantly fluctuating membership renewal rate.
Agency:Author: Not credited

Renewing an Acquaintance

BACKGROUND

A membership organisation enjoys the kind of relationship with its customers which other organisations can only dream of . . . or so you might think!

When the agency was awarded responsibility for both customer recruitment and retention for the RAC, it became clear that the nature of the customer relationship was not fully understood. The RAC recognised the link between their lack of understanding of how to manage their customer relationships and their constantly fluctuating membership renewal rate. However, it was the more recent downward trend in renewals which finally...

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