Relationship Foundations
Relationship Marketing
Berry's 1983 shift: attracting, maintaining, and enhancing customer relationships, not just closing transactions.
Complete guideCustomer Relationship Management (CRM)
The strategy and systems for managing every customer interaction and record across the lifecycle.
Complete guideCustomer Lifetime Value (CLV/LTV)
The present value of all profit expected from a customer relationship, the ceiling on what acquisition may cost.
Complete guideLTV:CAC Ratio
Skok's unit-economics test: lifetime value should exceed roughly 3× acquisition cost for a durable business.
Complete guideLifecycle & Retention
Lifecycle Marketing
Matching messages and offers to each customer's stage, from first purchase through repeat, VIP, and lapse.
Complete guideOnboarding & Win-Back Flows
The highest-leverage automated journeys: cement new customers early, recover lapsing ones before they churn.
Complete guideChurn & Retention Analysis
Measuring the rate customers leave, and diagnosing why, small retention gains compound into large value gains.
Complete guideRFM Segmentation
Ranking customers by Recency, Frequency, and Monetary value to target retention effort where it pays.
Complete guideLoyalty & Advocacy
Net Promoter Score (NPS)
Reichheld's one-number loyalty metric: % promoters minus % detractors on the 0–10 'would you recommend?' scale.
Complete guideLoyalty Program Design
Structuring points, tiers, and perks so rewards reinforce the behaviors (and data exchange) that create value.
Complete guideCustomer Advocacy & Referrals
Turning satisfied customers into an acquisition channel through reviews, references, and referral incentives.
Complete guideLoyalty Loop
McKinsey's post-purchase circuit where a good experience short-circuits the next decision journey entirely.
Complete guidePersonalization at Scale
Using data and AI to tailor offers and messages individually, McKinsey finds leaders derive materially more revenue from it.
Complete guide