Time-lapse customer management: How to manage infrequent customers so they don't forget but return for more
When a customer buys a "consumer durable" product, contact with the manufacturer is often rare. Most contact is managed by an intermediary. It's infrequent -- taking place in bursts around the initial purchase or around regular or emergency service. Or never if the customer uses an "unauthorised" service agent. So is it worth the manufacturer trying to maintain a relationship with the customer -- rather than focusing on providing a reliable product? This briefing uses surveys of practices in several industries, including the automobile industry, to provide answers to this critical question.
Key feature: How to decide which consumer durable customers can be cost-effectively managed and what you need to do to achieve this. 24 pages. (Published: October 2000)
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