Some define marketing as the art of getting and keeping customers. We may have put too much emphasis on obtaining and maintaining neglected, which is something that goes beyond what the customer service department. It has to do, in fact, to the satisfaction of the client, how to make it become a regular buyer, and how to establish a relationship with buyers who convinces the economic desirability of remaining customers.
It is a matter that should be studied carefully, because the first line of defense for any company is to retain its clientele. The defection is the worst that can happen. This does not mean, however, that all clients deserve to stay, curiously, it is common to this category belong the major customers of an organization. For many companies, however, the most profitable are the medium, is the largest, usually demand a discount to their size and special services. In these situations, units may not be very good.
Much of the marketing theory is about how a sale. The whole idea of STP ( English to designate Segmentation, Targeting and Positioning ), a form of strategic métier, says very little about how to keep a customer after the sale. The truth is that most companies neglect their customers once attracted.
Companies must practice a marketing envelope, involving not only obtain but retain customers. This involves an analysis of the market and customers before, during and after the effort to sell. In addition, marketers should ensure that the lifetime value of a customer is greater than the cost of acquiring new ones.
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