mini case study: defining loyalty and customer value

mini case study: defining loyalty and customer value

mini case study: defining loyalty and customer value
While most companies define customer loyalty based on the repeat purchases of happy customers, some businesses are built around one-off purchases. Wedding photography is one of those businesses. With so much time and effort invested in each customer relationship, how can this be returned into repeat business?
Bella photography focuses on ensuring that its very satisfied brides refer their service to friends and family. In fact 18% of new business comes from these referrals.
They also offer services to wedding guests, such as allowing them to make orders of wedding photos themselves, which increases their customers for each wedding.

While CRM initiatives need to satisfy customer goals – increased customer satisfaction and approval – these need to be in line with business goals. Business goals are to increase overall revenue. In terms of CRM, this can be either to increase revenue generated by each customer, to increase the number of customers or to reduce the costs of acquiring a customer, or a combination of all three.
It is important to align CRM initiatives with business goals, so that success of the initiatives can be measured.
It is here especially that CRM goals can be set across marketing channels, sales channels and service channels.