develop a plan for the business to build a foundation for customer retention and satisfaction.

business report that is 1800 words in length.

The focus of your report is to develop a customer retention plan and recovery strategy to support your service business post-COVID-19.

Your task as the marketing manager for your business choice (any local café or coffee shop ) is to develop a report for the business on creating loyal customers and building relationship marketing strategies for the enterprise. Your aim is to develop a plan for the business to build a foundation for customer retention and satisfaction.


You will need to:

  1. Develop a market segmentation profile of your current/future customers for the enterprise – based on its location (geographic) and suburb profile (demographic) and include key psychographic and behavioural characteristics.
  2. Consider how you can effectively tier your services to deliver value and satisfaction to all customers.
  3. Create a plan for customer retention for your business including:
  4. Strategies to create loyalty bonds
  5. Strategies to build in switching barriers, and
  6. Strategies to reduce churn. (See chapter 13 of your textbook and Figure 13.7 for further information.)
  7. Provide any other recommendations that you feel would be appropriate for your business must consider delivering a comprehensive CRM strategy for their business. You can consider any of the 7Ps, and any of the common failures in CRM implementation, and/or other service recovery strategies address the post-COVID-19 challenges for retaining existing customers and potentially gaining new customers.

Your discussion and analysis in this written business report requires theoretical support from a minimum of 10 journal article references.


  • Title page.
  • Executive summary.
  • Table of contents.
  • Introduction.
  • Service provider description and target market analysis.
  • Tiering of the service provision.
  • CRM Plan for customer retention including strategies to create loyalty, reduce switching and reduce churn.
  • Recommendations.
  • Conclusion.
  • Reference list.
  • Appendices if needed.


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