Companies Target

So what do the companies actually target?

And what do the companies actually do target?

The 2 questions that need to be answered as I come to the end of the blog-a-thon on this topic. So considering the existing scenario, all companies do talk about increasing retention. This can be done in 2 ways.

One is the positive way which is by making consumers stick to your product/service by making it best in terms of quality, cost, ease of use, etc. Basically a consumer should get the best value for money from the product/service. This will lead to satisfaction. And this past experience will induce repeat purchase and in turn customer retention. They may also spread goodwill by word-of-mouth publicity and actually help increase the customer base.

The other way is by preventing customers from switching to a product/service (brand) offered by an existing or upcoming competitor. This is basically the same process but deals with positioning the product/service offered as best available in the market. The customer is left is no other option but to stick to that brand. Also, it is targeted to make customer complacent and hence increase retention.

So company can adapt either of the 2 ways – make customers happy & aware or make customers complacent.