ABSTRACT
Now we move SCORPIO on to the (sometimes) less exciting areas that don’t involve all that macho ‘ hunter ’ style customer acquisition stuff – but might make you even more money.
The ‘ challenge ’ of customer retention has always been with us but not really brought to centre stage, at least for larger organisations, until the arrival of Frederick Reichheld ’ s book ( ‘The Loyalty Effect ’ , Harvard Business School Press 1996).
