Customer Acquisition Management Strategies

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Copyright: 2015
Pages: 25
Source title: Customer Relationship Management Strategies in the Digital Era
Source Author(s)/Editor(s): Süphan Nasır (Istanbul University, Turkey)
DOI: 10.4018/978-1-4666-8231-3.ch008

Keywords: Business & Management / Business Science Reference / Consumer Management / Marketing

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Abstract

Achieving customer retention and loyalty is vital for the success of the company; however, acquiring new customers has to be considered equally significant to the customer retention process. Since the company's ability to grow its customer base determines the long-term success of the company, companies need to consider customer acquisition as an ongoing process. Customer acquisition management process involves identifying, attracting, and retaining potentially profitable customers. This chapter starts with examining the phases of the lead management process. Understanding customers is seen as important for effective lead management. After explaining the lead generation and lead nurturing within the context of lead management, this chapter ends up with underlining the importance of lead management automation for customer acquisition.

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