Higher Profits Through Customer Lock-In - Tapa dura

Bueschken, Joachim

9780324202656: Higher Profits Through Customer Lock-In

Tapa dura

ISBN 10: 0324202652 ISBN 13: 9780324202656

Editorial: South-Western, 2004

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For managers who ask themselves, how can I increase the switching costs of my customer?, HIGHER PROFITS THROUGH CUSTOMER LOCK-IN provides different strategies for locking in customers, including integrating products into the company's business systems (Microsoft, SAP, etc).

"Sinopsis" puede pertenecer a otra edici�n de este libro.

Cr�ticas

I. BEWARE OF THE CUSTOMER SATISFACTION TRAP. 1. What is your company there for? If it is there for the profit, what does that mean for customer relationship management? 2. The customer satisfaction trap: looking at the relationship between CS and industry ROI. Or: What is to learn from path-dependent industries because of increasing return to scales? 3. The profit view: Willingness-to-pay and willingness-to-leave. II. DRIVERS OF A PROFITABLE CUSTOMER BASE. 1. Drivers of profitable customer acquisition. 2. Drivers of profitable customer retention. 3. Drivers of profitable cross-selling (across product lines and customer segments). III. CREATING AND MASTERING LOCK-IN. 1. Instruments to create lock-in. 2. Facing lock-in and the resulting change in buyer behaviour. 3. Marketing challenges with a lock-in based strategy.