3.1.7—CRM

Customer relationship marketing focuses on attracting, serving and retaining customers over time. It uses relevant communication, service and evidence of customer behaviour to build trust and value.

Retention can lower acquisition cost and improve feedback, but data use, personalisation and service promises must remain appropriate and credible.

A subscription business can use purchase history to reduce failed renewals and offer useful support, not simply send more promotions.

A loyalty scheme is a tool, not proof of loyalty; repeat purchases may reflect switching costs or lack of alternatives.