AJR Customer Relationship Management Paper

AJR Customer Relationship Management Paper

I’m working on a business question and need guidance to help me learn.

read the book and answer the following five questions:

Who is a new customer?

New to a category, new to the company

Very different in different companies

Understand the life cycle

How can we detect customer defection?

Which clusters of potential customers are good prospects?

What is prospects

What we qualify good prospects

How to communicate prospects

How to reach the prospects?

Channels and platforms, and tools

Lead generation merchandising, sales promotions, WOM, platforms, and channels

Customer acquisition, including the whole chapter, how to promote, what strategies.

KPIs of customer acquisition

Number of customers acquired

Cost to acquire

Lifetime value

Maintaining costs

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