就如何接近不同的细分市场和个人客户做出基本决定”。他们扩展的定义接着补充道：“传统观点是，营销人员不再对进行销售或达成交易感兴趣，而是必须专注于关系营销”。Buttle的总体观点是，关系营销尚未证明自己，但这一愿景是近十年前的事了。
According to Professor Adrian Payne of Cranfield University, (2003) there has been research that has been conducted that indicates that just a five percent (5%) increase with regard to the retaining of customers represents a net profit yield in the range of twenty percent (20%) to one hundred and twenty-five percent (125%) (Payne, 2003). The foregoing is slightly more conservatively calculated by Reichheld et al (1990, Pp 105-111) who indicate that a five percent (5%) improvement with respect to customer retention yields a profitability increase of between twenty-five percent (25%) and eighty-five percent (85%), which they state depends upon the particular industry. The value of customer retention, and thus efforts directed at maintaining such, customer relationship management, has been equated by Buchanan et al (1990) who indicated that the foregoing results in an increase in profitability as a result of:
根据克兰菲尔德大学的Adrian Payne教授的说法，已经进行的研究表明，在留住客户方面，只要增加5%，就意味着净利润率在20%到125%之间。稍微保守地计算了上述情况，他们指出，客户保留率提高5%会产生25%至85%的盈利能力增长，他们表示这取决于特定行业。已经将客户保留的价值以及维持这种客户关系管理的努力等同起来，他指出，由于以下原因，上述结果导致了盈利能力的提高：
The fact that the cost to acquire a customer occurs at the inception of the relationship, therefore the longer said relationship remains in force, the initial cost becomes amortized.
事实上，获得客户的成本发生在关系开始时，因此，所述关系持续的时间越长，初始成本就会摊销。
The costs of maintaining the customer declines in terms of a percentage of total revenue.
维护客户的成本在总收入中所占的百分比有所下降。
Research has indicated that the longer a relationship is maintained with a customer, the less inclined they become to switch. In addition to the foregoing, they also tend to become less sensitive to price. The foregoing translates into a more stable base of unit sales volume as well as an increase in terms of revenue sales volume.
研究表明，与客户保持关系的时间越长，他们就越不愿意改变关系。除上述情况外，他们对价格的敏感性也趋于降低。上述转化为更稳定的单位销售额基础以及收入销售额的增长。
Longer-term customers are more likely to engage in word-of-mouth discussions regarding the product or company, thus potentially resulting in referrals.
长期客户更有可能参与关于产品或公司的口碑讨论，从而可能导致推荐。
Longer term customers are also more likely to wind up making purchases of other products, services or goods offered, as well as trading up or purchasing higher profit products, goods or services.
长期客户也更有可能最终购买所提供的其他产品、服务或商品，以及进行交易或购买利润更高的产品、商品或服务。
Longer-term customers, on average, tend to be more satisfied with the company and as a result are less inclined to switch to competing brands. The foregoing makes it increasingly difficult for competitors to make inroads in a company’s customer base the longer the relationship lasts.
平均而言，长期客户往往对公司更满意，因此不太倾向于转向竞争品牌。上述情况使得竞争对手越来越难以进入公司的客户群，关系持续的时间越长。
Longer-term customers are usually less expensive in terms of servicing as they are familiar with the processes within the company and thus require less indoctrination and or education.
长期客户通常在服务方面成本较低，因为他们熟悉公司内部的流程，因此需要较少的灌输和/或教育。
The benefits of a longer-term customer relationship results in easier job related tasks for employees and higher degrees of satisfaction in dealing with customers who have a long relationship with the firm.
长期客户关系的好处使员工更容易完成与工作相关的任务，并在与与公司有长期关系的客户打交道时获得更高程度的满意度。
The foregoing view is also shared by Chye et al (20002, Pp 1-27) who state that Customer Relationship Management is the method via which to develop customer relationships. They define Customer Relationship Management as “… the process of predicting customer behavior and selecting actions to influence that behavior to benefit the company…” Chye et al (20002, Pp. 18). They further state that the Internet has greatly increased the performance and enhancement aspects of Customer Relationship Management as it provides database information and is available as an additional avenue via which to provide further service to customers in an unobtrusive manner. The Internet also permits the customer relationship manager, and company, to maximize the performance o
