Involvement
Standard marketing follow-up processes will be used to determine how well customers believe the service met their specific needs and expectations prospectively. Surveys will address the extent to which the services they purchased met their expectations and provided the benefits promised and desired. Those mechanisms will also be used to collect information pertaining to any desired changes or preferences of customers in connection with their future patronage. Service packages, pricing, and marketing changes will reflect the analysis of those data.
Retention
Standard marketing follow-up processes will be used to determine how well customers remembered the specific messages in marketing campaigns and how those messages may have contributed to their decisions. The same technique will be used to collect data from prospective customers who initially expressed interest or who requested information about the service but ultimately decided not to purchase the product. Those surveys will address the extent to which those decisions may have been functions of the failure of marketing initiatives to achieve the necessary retention to generate sales of services.
Yield
Standard marketing follow-up processes will be used to determine the extent to which specific elements of messages in marketing campaigns motivated their eventual decision to purchase the product and how those messages may have contributed to their decisions. The same technique will be used to collect data from prospective customers who initially expressed interest or who requested information about the service but ultimately decided not to purchase the product. Those surveys will address the extent to which those decisions may have been functions of the failure of marketing initiatives to inspire prospective customers to make follow-up inquiries or further consider purchasing the service.
Action
Standard marketing follow-up processes will be used to determine how strongly customers believe they will continue to use...
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