Harvard Business Review Classics

1 total work

Do You Want to Keep Your Customers Forever?

by Joseph B Pine, Don Peppers, and Martha Rogers

Published 1 March 2010

This classic article shows how to make mass customization and efficient and personal marketing work by putting the producer and consumer in a "learning relationship." Over time, this ongoing relationship allows your company to meet a customer's changing needs over time. Furthermore, as your company develops learning relationships with its customers, it should be able to retain their business virtually forever.