Harvard Universal Press
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Your firm is great at bringing in new customers. But what do you do with them once you have them? Try to up sell more products and services? Or do you have a strategy for extracting a different kind of value from customers, one that may prove to be even more powerful than the up sell?
In The Hidden Wealth of Customers, Customer Strategy Group CEO Bill Lee offers a compelling vision for a "return on relationship" with your most valued customers.
A different type of ROI, this strategy of maximizing the relationship itself with existing customers is a modern approach to customer relations, one that will net increased business advantage.
The goal is to use a community marketing approach to engage this critical audience so they help to create value for the firm. When done right, these customers will prospect for you, while also improving product adoption, satisfaction, and long-term loyalty and they will do all this with more credibility than anyone in your firm.
Drawing from a wide variety of examples and case studies, The Hidden Wealth of Customers is a blueprint for making more out of your most promising relationships with existing customers.
About the Author
Bill Lee is CEO of Customer Strategy Group. He is also president of Customer Reference Forum, CAB Exchange, and Communities Exchange, all of which provide information, research, and educational conferences on key components of customer engagement efforts. He's the author of several business articles and the book Mavericks in the Workplace