The CRM-KDD Nexus

The CRM-KDD Nexus

Nikhilesh Dholakia (University of Rhode Island, USA), Jounghae Bang (University of Rhode Island, USA), Lutz Hamel (University of Rhode Island, USA) and Seung-Kyoon Shin (University of Rhode Island, USA)
DOI: 10.4018/978-1-59140-553-5.ch498
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Customer relationships are increasingly central to business success (Kotler, 1997; Reichheld & Sasser, 1990). Acquiring new customers is five to seven times costlier than retaining existing customers (Kotler, 1997). Simply by reducing customer defections by 5%, a company can improve profits by 25% to 85% (Reichheld & Sasser, 1990). Relationship marketing—getting to know customers intimately by understanding their preferences—has emerged as a key business strategy for customer retention (Dyche, 2002).

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