In this age of increasing marketing costs, a maturing economy, and customers who are more and more convinced that no one brand or supplier is any better than the next, Terry Vavra urges marketers to shift their focus from pursuing new customers to building lasting relationships with current customers. Aftermarketing describes a new marketing perspective for all levels of practitioners and students. It establishes a clear mandate to help companies and individuals gain category leadership in the radically changing market of the '90s. Aftermarketing is the new imperative - satisfying and retaining customers to increase their lifetime value is the key to profitability. Now, in one book, you can understand the six most important components of an aftermarketing program.
Aftermarketing shows you how to identify your customers and build a customer information file, measure customers’ satisfaction levels and constantly strive for improvement, analyze informal customer feedback and manage formal customer communication programs, respond to customers by answering complaints and acknowledging compliments, blueprint customer contact points to enhance the quality of customer interactions in these important "moments of truth," and establish an internal organization that understands and supports the role of aftermarketing to help convert occasional customers to loyal customers. You’ll find step-by-step action plans for each aftermarketing component to help you quickly and easily establish a successful program for your organization. Vavra shows how the traditional marketing mix must change to better service current customers. You’ll find specific ways to assess your company’s current performance and to strengthen the relationship between your company and your customers.


TABLE OF CONTENTS

Preface
Chapter 1 A Change of Orientation: Retention Instead of Conquest
Appendix 1 A Survey of the Top 100 Advertisers to Assess Attitudes about Retention versus Conquest Marketing
Chapter 2 What You Need to Know: Collecting the Right Information
Appendix 2 Suppliers of External Databases and Mass-Compiled Databases
Chapter 3 The Value of a Customer Information File
Chapter 4 Blueprinting Customer Contact Opportunities
Chapter 5 Encouraging an Informal Dialogue with Customers
Appendix 5 Analysis of Customer Communications
Chapter 6 Establishing a Formal Dialogue: Follow-up After Sale
Appendix 6 Who’s Satisfying Their Customers
Chapter 7 Maintaining Customer Contact: Communication Programs
Appendix 7 Sponsorships of Special Events by U.S. and International Marketers
Chapter 8 What To Do When You Fail: Lost Customer Programs
Chapter 9 Building an Internal Organization to Support Aftermarketing
Chapter 10 Quality, Servicing, and Aftermarketing - The Components of Relationship Marketing
Appendix 10 How to Determine If Your Business or Organization is Conquest or Retention Oriented

Bibliography
Index