July/August 2003

MEASURING CUSTOMER RELATIONSHIPS: WHAT GETS MEASURED REALLY DOES GET MANAGED.
by Ian Gordon

Is a satsified customer a loyal customer? Not necessarily so says the author of two books on CRM, who in this article makes the important point that satisfied customers can defect but customers who have a strong relationship rarely do. Reprint # 9B03TD02

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About the Author

Ian Gordon
Ian Gordon is President, Convergence Management Consultants Ltd. He is the author of three books, Relationship Marketing (John Wiley and Son, 2004), Competitor Targeting (John Wiley and Son, 2001), and Beat the Competition (Blackwell Publishing, 1989). He can be reached at igordon@converge.on.ca.

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