Getting customers is one of the most difficult aspects of running a business, so it is important to retain the ones you have, sell more to them and continually look for new ones.
This guide explains how to get to know your customers and understand your market so you can increase sales and develop your business. It explains how to use sales data, customer care systems and your databases to develop a strategy for keeping customers.
It also explains how to identify your most valuable customers, and how to maximise this value. The guide also explains how to use diversification as a means of growing your business.
The Chartered Institute of Marketing