3 July 2000

People Who Need People

Building relationships with retail customers

by William J. McEwen
Author of Married to the Brand (Gallup Press, 2005) and coauthor of the Harvard Business Review article "Inside the Mind of the Chinese Consumer"
Today's retailers need to master a more complex array of new and emerging business tools. At the same time, they must never lose sight of a familiar goal, one that is the cornerstone of any retail relationship: building an enduring bond between the store and the customer. But, how can retailers achieve the goal of increased customer commitment in the face of greatly expanded customer options? How can they cement a real customer bond in the face of intensified price competition?
William J. McEwen, Ph.D., is Global Practice Leader for Gallup's Brand Management practice. He is the author of Married to the Brand (Gallup Press, 2005) and coauthor of the Harvard Business Review article "Inside the Mind of the Chinese Consumer."
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