ABSTRACT
Online customer relationship management is packed with fundamental common sense principles. Serving and nurturing customers into lifetime customers makes sense as existing customers are, on average, five to ten times more profitable. At the heart of this is a good database – the marketer’s memory bank, which, if used correctly, creates, arguably, the most valuable asset in any company. In this chapter, we show you how to develop integrated contact strategies to deliver relevant messages throughout the customer lifecycle. Social CRM is today a key aspect of CRM, but we focus discussion on content marketing to build relationships with prospects and on delivering customer service and developing advocacy with customers in Chapter 5 on social media.
