The Mismanagement of Customer Loyalty - Who wouldn't want loyal customers? Don't they bring in all the profits? New research says no. Not all loyal customers are profitable, and many disloyal ones are highly valuable. A new approach to customer segmentation can tell you which customers are worth courting and how to make the most money serving them.
Year of publication: |
2002
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Authors: | Reinartz, Werner ; Kumar, V. |
Published in: |
Harvard business review : HBR. - Boston, Mass : Harvard Business School Publ. Corp, ISSN 0017-8012, ZDB-ID 23826. - 2002, p. 86-95
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