While earning my second master’s in business strategy, I read The Marketing Imagination by Theodore Levitt. Levitt argued that the core purpose of a business is “to create and keep a customer.” This ...

In today’s experience economy, companies must put the customer at the center of everything they do, delivering engaging and meaningful experiences across interactions. Why? They want to buy. You want ...

Opinions expressed by Entrepreneur contributors are their own. Brand equity, loyalty or affinity are really just terms used interchangeably to describe trust. While all brands strive to build trust ...

I would argue that the most important indicator of a brand’s health is customer loyalty. For leaders, building and sustaining strong customer loyalty is the holy grail. Leaders talk a lot about how to ...

Customer retention today is considered a critical factor of success and is more important than mere transactions to building lasting relationships and loyalty. Acquiring a new customer can be ...

In order to flourish in a post-pandemic economy, businesses need to focus on customer relationships. The pandemic quickly altered the relationship between business and customer by requiring companies ...

What makes some companies so much better at managing customer relationships than their competitors? Put a different way, how are companies like Enterprise Rent-A-Car, Pioneer Hi-Bred Seeds, Fidelity ...

Running a business is never just about delivering a product people want. While fulfilling needs is important for a business to survive, building positive customer relationships is necessary for a ...

I always say that it’s better to have 100 clients who love you than 1,000 who feel indifferent about you. As the CEO of a C-level ed-tech company, I’ve worked with thousands of companies and developed ...

1. Movement: Is there movement out there? Are you harnessing all your customers and prospect touch points and correctly via the web, email, DM response, in-store, social media, delivery and operations ...