Your firm is great at bringing in new customers. But what do you do with them once you have them? Try to upsell 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 upsell? InThe 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 you, while also improving product adoption, satisfaction, and long-term loyalty and will do all of this with more credibility than anyone in your firm can.
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Harvard Business Review Press
May 14, 2012
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