Customer for Life


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I live in a student mecca in Boston. Many of the local businesses cater to the college student crowd, including local restaurants, clubs, clothing stores, and even youth-oriented laundromats. The merchandise, the atmosphere, and the prices, which often include discounts with a student ID, are terrific for students. But for old fogies like me, not so much. These are businesses that I tend to avoid.

Zipcar-ford However, there are some neighborhood businesses that attract the college crowd with specials and overall discounted prices that are also places that I frequent, such as supermarkets, dry cleaners, and banks. Add to these: electronics stores, car rental agencies, and even airlines that have student pricing and options, but who are providers of merchandise and services that span life stages. These businesses—both local and national/international—have found great ways to woo students and to deliver a great experience to both young students and to older customers.

I have become fascinated with the marketing strategy of engaging lifetime customers by starting them out young and growing the relationship throughout all the life events that come after graduation.

Does your company have a strategy for encouraging students to become loyal to your brand? My article looks at what some savvy companies are doing to create customers for life.

Engage Them Early, and They’ll Be Customers for Life
Targeting College Students for Free or Discounted Products and Services Can Be a Great Customer Relationship Strategy
By Ronni T. Marshak, Executive VP and Senior Consultant, September 22, 2011

Republished with author's permission from original post.

Ronni Marshak
Patricia Seybold Group
Ronni Marshak co-developed Patricia Seybold Group's Customer Scenario® Mapping (CSM) methodology with Patricia Seybold and PSGroup's customers. She runs the CSM methodology practice, including training, certification, and licensing. She identifies, codifies, and updates the recurring patterns in customers' ideal scenarios, customers' moments of truth, and customer metrics that she discovers across hundreds of customer co-design sessions.


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