]> http://www.daemonquest.com/en/taxonomy/term/308/0 Considerado como uno de los &ldquo;25 mejores consultores del mundo&rdquo;, Frederick. F. Reichheld es fundador y director general de Bain &amp; Company, unas de las compañías más prestigiosas del mundo en su sector. En el seno de la empresa, Reichheld ha creado, dirige y controla Company&rsquo;s Loyalty Practice, un área especialmente dirigida a maximizar las estrategias de fidelización de sus clientes. Autor de los famosísimos best-sellers Loyalty Rules! y The Loyalty Effect, Frederick F. Reichheld es, además, profesor de la Harvard Business School. en http://www.daemonquest.com/en/research_and_insight/2006/10/20/loyalty_and_the_re_birth_of_marketing <p>Management based on loyalty, which aims at retaining customers and employees in order to improve profitability, goes beyond the typical customer satisfaction surveys. The success of this strategy is based on understanding that satisfied customers are not necessarily loyal. In all strategies based on loyalty, the goal of Marketing must aim at &ldquo;zero desertion&rdquo;, and it is possible to measure it in terms of cash flow, given the close relationship between loyalty, value, and earnings. </p> <h2>The new role of Marketing</h2> <p>Until very recently, Marketing was the driving engine of businesses, the discipline that combined the company&rsquo;s functional areas in order to satisfy the customer&rsquo;s needs. It was understood that it played a key role in the company&rsquo;s success. Today, Marketing departments all over the world are struggling to survive with less corporate stature and less personnel, because job cuts are aimed at those who cannot prove their worth to corporate earnings. <br />What is Marketing&rsquo;s role? Some departments have thought of their role as customer service; others develop customer satisfaction surveys, and there were others that turned to promotional devices or direct mail programs. However, job and budget cuts continue to occur. Its decline is a regrettable fact, because Marketing is truly the essence of the forces that mobilize companies&rsquo; success and earnings. Our work proves that the most successful companies are those that cultivate loyalty &ndash; of customers, employees, and investors. The true enemy of earnings is the rotation of people, which is seen in customers very sensitive to price, employees that change jobs, and speculators who are looking for easy earnings. <br />From this perspective, the fundamental task of Marketing must be to develop customer loyalty, for which it must fully comprehend the relationship between the loyalty of customers, employees, and investors. And in order to be effective, Marketing people must incorporate loyalty into the context of the company&rsquo;s mission. </p> Customer Segmentation Customer Strategy Customer Value & R.O.C. Segmented Customer Plans Lead Generation & Adquisitions Client portfolio Cross Selling & Upselling Customer Intelligence Customer Strategy Frederick Reichheld Los mejores artículos de Marketing y Ventas - Expansión Loyalty Retention Plans Sales Force Effectiveness Loyalty Clubs Churn Reduction Fri, 20 Oct 2006 14:10:55 +0200