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	June 17, 2008 (updated June 30, 2008) Balancing The Funnel: Which Consumers Are Loyal? CMOs Must Embrace Customer Retention As Well As Acquisition by Lisa Bradner with Jaap Favier, Kim Le Quoc, Evadne Cokeh	Average: 9  (2 ratings)

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Executive Summary

Marketing leaders spend too much time on acquisition while their best customers already buy their products. To retain these best customers — even in an economic downturn — marketing leaders must focus on the key loyalty drivers: prior experience, trust, and reliable service. By partnering with the customer experience organization and by owning the brand experience throughout the customer life cycle, marketing can help drive customer loyalty through better brand experiences.

TABLE OF CONTENTS

• Loyal Customers Are A Brand's Best Friend
• Marketers Must Understand Loyalty Drivers
• Marketing: Become Your Customers' Advocate

RECOMMENDATIONS

• Build Loyalty Through Better Brand Experience
• Related Research Documents

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