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RMT 366 Customer Relationship Management

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Question

Address the following questions, in a memo to your instructor:

1. There are a variety of metrics that can be used to measure customer loyalty, such as past customer value, RFM, and share of wallet. Define each and discuss their strengths and weaknesses.

2. Very often customers change their buying behavior before defecting. Consequently, many companies have developed leading indicators of customer defection. What are these leading indicators that are often forerunners of defection?
 
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