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The customer franchise is, to all practical intents, the external alter ego of the brand, and hence can be seen as the mirror image of the brand franchise. The brand is how the producer typically sees the (internal) investment. The customer franchise is the outcome of that internal investment; the counterbalancing entry with the customers.
The behavioural outcomes of an engaged consumer are what links CE to profits. From this point of view, "CE is the best measure of current and future performance; an engaged relationship is probably the only guarantee for a return on your organization's or your clients' objectives."
Performance indicators differ from business drivers and aims (or goals). A school might consider the failure rate of its students as a key performance indicator which might help the school understand its position in the educational community, whereas a business might consider the percentage of income from returning customers as a potential KPI.
The firm heavily invests in screening potential cardholders. Once proper clients are identified, the firm retains 97% of its profitable customers. They implement CRM by marketing the right products to the right customers. The firm's customers' card usage is 52% above the industry norm, and the average expenditure is 30% more per transaction.
As brands are competing in a highly globalized market, brand awareness is a key indicator of a brand's competitive market performance. [4] Given the importance of brand awareness in consumer purchasing decisions, marketers have developed a number of metrics designed to measure brand awareness and other measures of brand health.
Home Depot CEO fanned concerns on the economy after issuing a cautious outlook.The home improvement retailer posted a slight earnings beat on Tuesday before the market open as consumers spent less ...
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Reputation management, refers to the influencing, controlling, enhancing, or concealing of an individual's or group's reputation.It is a marketing technique used to modify a company's reputation in a positive way. [1]