Identigying,keeping and valuing profitable customers

Abstract

For obvious reasons companies are increasisngly trying to focus on customers that deliver most to their bottom line—how to find them, keep them and develop them. There has undoubtedly been a lot of recent progress in this area, arguably much of it due to advances in database technology. Added to which, organisations must keep asking the right questions and analysing the answers presented. This paper seekks to raise some of the pertinent issues and questions as they currently apply to the UK travel industry.