Today, marketing has been made more complex than it needs to be. Everyone gets importance except the customer. In fact most companies are not even aware of the actual definition of the term “Customer”. Probing further, we discovered that a clear definition of the term customer does not exist.
Our book consists of two parts:
In Part One, we have attempted to provide a clear definition for the term ‘Customer’ and ‘Consumer’ and made clear a distinction between the two. In business today, there is an overlap between these two terms, which does not make for coherent decision making.
Then we have discussed in depth the importance of focusing on CUSTOMER RETENTION rather than on CUSTOMER ATTRACTION, something which is again rarely observed in the business scenario today.
Part One then justifies why we feel business leaders today have a short term approach focusing on attraction at the cost of retention, which is perilous for business growth and survival. Part One ends with a hopeful message, that of ushering in an era of Marketing Renaissance, which would result in a Win-Win for business as well as for the customer, which is the only logical road ahead.
Part One thus focuses on the WHAT and the WHY of Customer Retention, establishing it as the paramount business objective for any business.
With the importance of retention established, Part Two goes on to give a clear road map as to HOW any organisation, irrespective of its size and the industry it is in can ACHIEVE customer retention without incurring any cost or installing new technology and reap all benefits therefrom.
This is explained with the help of 13 tenets or basic laws which business needs to follow to achieve retention. They include elements like the creation of genuine USP’s (with the term clearly defined and many examples, both Indian and International provided), how word of mouth can be effectively used, reducing the need for expensive advertising, how relationships can be established for keeps, how a marketing oriented approach can be the heart of an organisation rather then the sales oriented approach which so many organisation follow, how ethics needs to be the foundation of all marketing activities, and so on.
Throughout the book, multiple relevant examples have been provided. The language is simple and clear.
The book has been appreciated by the Business Editor of The Hindu Business Line, General Managers of 5 Star Hotels. MD’s of leading manufacturing organisation and internationally renowned H.R. recruiters
Our first book “Where is My Ketchup” has been on the best seller list at Strand, Crossword and Oxford.