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IMM Journal of Strategic Marketing: the battle for customer loyalty

Achieving loyalty in a highly competitive market requires a loyalty programme that’s innovative and responsive to customer needs, the #IMM Journal of Strategic Marketing says in its latest issue.
The magazine reports on a Harvard Business School study conducted in the United States, which reveals that increasing customer retention by as little as 5% can lead to an increase in profits of between 25% and as much as 95%.

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