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Summary
Profitability is something that all companies are striving to increase, yet still many companies doing DTC digital strategies do little more than track hits or user sessions when examining ROI. Pfizer Health Solutions’ IT Survey found that most ROI measures implemented after implementation go no further than measuring user satisfaction and user sessions. So, if customer satisfaction is the main metric being used to assess success, how is this linking to profitability?
Customer-centric organizations create satisfied customers. Satisfied customers return and do business again. It is cheaper to keep a current customer than to find a new customer. Therefore, profitability can be linked to increased customer retention, increased customer acquisition via viral marketing and decreased marketing costs associated with finding new customers..... but how can this be metrically justified with online – and offline – activities?
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