ABSTRACT
This chapter explains the customer journey is a representation of the stages that customers go through in their relationship with a company, as seen from the company’s perspective and aims to customer retention and development. Customer retention is the maintenance of continuous trading relationships with customers over the long term. Customer retention is the mirror image of customer defection or churn. A high sales-adjusted customer retention rate also needs some qualification. Consider a corporate customer purchasing office equipment. The level of commitment between customer and firm will figure in the decision about which customers to retain. A major contemporary strategy for improving customer retention is to build customer engagement. Customer satisfaction occurs when customer expectations are met. If expectations are underperformed, then customers are likely to be dissatisfied, and may take all or some of their business to alternative suppliers. Companies sometimes complain that investing in customer delight is unproductive.
