onal business a company does with its current customers will more profitable than with new customers.

The era of the mass consumer has been over for more than a decade, yet many businesses still don’t understand this. Today’s consumer wants to be treated as an individual, not as part of a broad category. What this means is that information on generic consumers has become less and less u

All business begins and ends with the customer. The company with the most customers wins, which is why successful companies know that the real marketing begins after the initial sale has been made. They know doing everything possible to retain the trust and the business of current customers is the essence of marketing.

People like to do business with companies that: truly value them as customers; know them by name and buying preference; regularly consult them as to their satisfaction with purchases; ask for their preferences regarding future products and services; handle complaints and inquiries promptly.

All businesses can and should do all of these things and more. The problem is that most businesses don’t have a systematic and effective approach to customer retention. This is because the mindset of most businesses is to pursue new customers at the expense of paying too little attention to current customers.

A good marketing plan emphasizes retaining customers. It says the best way to retain customers is to provide continuing satisfaction and reinforcement to individuals that are, or have been customers. Most marketing plans concentrate on getting customers, whereas a good marketing plan zeroes in on keeping them. Its goal is to make good customers into even better ones.

The cost of constantly acquiring new customers is high and sometimes prohibitive for small businesses. With current customers, the business has already paid the acquisition costs and customers tend to increase their spending over time. This means that the additional business a company does with its current customers will more profitable than with new customers.

The era of the mass consumer has been over for more than a decade, yet many businesses still don’t understand this. Today’s consumer wants to be treated as an individual, not as part of a broad category. What this means is that information on generic consumers has become less and less us

customers; know them by name and buying preference; regularly consult them as to their satisfaction with purchases; ask for their preferences regarding future products and services; handle complaints and inquiries promptly.

All businesses can and should do all of these things and more. The problem is that most businesses don’t have a systematic and effective approach to customer retention. This is because the mindset of most businesses is to pursue new customers at the expense of paying too little attention to current customers.

A good marketing plan emphasizes retaining customers. It says the best way to retain customers is to provide continuing satisfaction and reinforcement to individuals that are, or have been customers. Most marketing plans concentrate on getting customers, whereas a good marketing plan zeroes in on keeping them. Its goal is to make good customers into even better ones.

The cost of constantly acquiring new customers is high and sometimes prohibitive for small businesses. With current customers, the business has already paid the acquisition costs and customers tend to increase their spending over time. This means that the additional business a company does with its current customers will more profitable than with new customers.

The era of the mass consumer has been over for more than a decade, yet many businesses still don’t understand this. Today’s consumer wants to be treated as an individual, not as part of a broad category. What this means is that information on generic consumers has become less and less u

on. This is because the mindset of most businesses is to pursue new customers at the expense of paying too little attention to current customers.

A good marketing plan emphasizes retaining customers. It says the best way to retain customers is to provide continuing satisfaction and reinforcement to individuals that are, or have been customers. Most marketing plans concentrate on getting customers, whereas a good marketing plan zeroes in on keeping them. Its goal is to make good customers into even better ones.

The cost of constantly acquiring new customers is high and sometimes prohibitive for small businesses. With current customers, the business has already paid the acquisition costs and customers tend to increase their spending over time. This means that the additional business a company does with its current customers will more profitable than with new customers.

The era of the mass consumer has been over for more than a decade, yet many businesses still don’t understand this. Today’s consumer wants to be treated as an individual, not as part of a broad category. What this means is that information on generic consumers has become less and less u

customers, whereas a good marketing plan zeroes in on keeping them. Its goal is to make good customers into even better ones.

The cost of constantly acquiring new customers is high and sometimes prohibitive for small businesses. With current customers, the business has already paid the acquisition costs and customers tend to increase their spending over time. This means that the additional business a company does with its current customers will more profitable than with new customers.

The era of the mass consumer has been over for more than a decade, yet many businesses still don’t understand this. Today’s consumer wants to be treated as an individual, not as part of a broad category. What this means is that information on generic consumers has become less and less u

onal business a company does with its current customers will more profitable than with new customers.

The era of the mass consumer has been over for more than a decade, yet many businesses still don’t understand this. Today’s consumer wants to be treated as an individual, not as part of a broad category. What this means is that information on generic consumers has become less and less useful, while information on individual customers has become essential for business success.

To be successful businesses must develop relationships with each customer and conduct their businesses in a totally customized fashion. Relationships depend on familiarity and knowledge and the best way to do this is by having a customer database.

Your database should identify the names, addresses, phone numbers, and email addresses of today’s customers as well as past customers and prospective customers. The database will enable your business to know your customers as individuals with specific identities and buying preferences. It even allows you to know the profitability of each customer.

If your business has a web site and every business should, obtaining this information has never been easier. You can do it in a variety of ways such as, memberships, contests, letters, customer surveys, newsletter registrations, financing applications.

The best way to build long-lasting customer relationships is to increase customer satisfaction with every contact they have with your business. All interactions customers have with a business, its people, its services, help determine their perception of quality and value. This is why it is essential that you know as much as possible about the customer’s interactions with your business. You cannot afford to make assumptions about how customers purchase, use, and obtain service for their produces or services. You must know these facts precisely.

To fully identify and manage customer interactions you hav