When its own research revealed that every 1% increase in customer loyalty represented about a $100 million increase in revenue, Federal Express, a US transportation, e-commerce and supply chain company, focussed on how to build customer loyalty. The company took an outside-in perspective when defining service, established "Purple Promise", a programme to make every FedEx…

BPIR Categories

1.3.3 Review customer relationship approach
1.3.1 Build customer relationships
1.3.2 Determine & provide customer contact mechanisms

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