UKNM: Customer retention

[Ben Thompson]

A question based on something we're working on (its finished and ready to

run, we're crossing t's and dotting i's on legal stuff) and two articles

this week (one saying only 500,000 people in the UK have bought goods

online, the other announcing Amazon.co.uk's 2millionth customer).


Anyway, ignoring the obvious weekly emails last minute, QXL et al send out

are many firms actually focussing on retaining their customers? We

continually hear of viral marketing and refer a friend schemes that

encourage new customers to "appear" but are many firms following the advice

in the post offices adverts on trying to retain the customers they already

have.  If so any ideas where to look for figures or why firms aren't doing

it?


Thanks in advance,


Ben



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