Aftermarketing: How to Keep Customers for Life through Relationship Marketing
Terry G. Vavra, 1992 and 1995
McGraw-Hill ISBN 0-7863-0405-7
One of the first CRM books, and hailed as the "bible of customer retention", Aftermarketing offers a theory-based, yet pragmatic plan for building an effective customer retention program. The book unites the important fields of database development, customer satisfaction research, customer service, and direct marketing, showing how to use them together to maximize their power in strengthening relationships with customers.
Aftermarketing tells how to:
- Construct a customer database, manage it, and use it wisely
- Make customer satisfaction programs more responsive to customer retention
- Establish informal dialogues with customers by actively answering their complaints and compliments
- Build formal communication programs dialoguing with customers through magazines, newsletters, and special events.
Aftermarketing has been translated into: Japanese; Korean; Portuguese, and Spanish editions.