You know what it means to form a relationship with a new friend, from introducing yourself, to calling occasionally, to meeting and deepening the friendship. The key to CRM today is that a relationship can be fostered in virtual as well as human-to-human touch points — what matters are the essential steps that mark the development of the relationship. Azina will assist you to create that emotional connection between your customers and your brand — a two-way communication in which they tell you what they want, and you respond accordingly with products, services and information that meet their needs. Over time you develop a long-term relationship, bringing you ongoing opportunities for repeat purchases, up-selling, cross-selling and new product sales. Understanding the loyalty ladder The importance of the lifetime value of the customer is critical to long-term profitability. The process of migrating a customer from being satisfied to being loyal and thence to becoming an advocate can be significantly advanced with a custom publication. Effective custom publications must: Engage the target audience with editorial content built around their interests and a design that resonates with them Supply methods of garnering customer feedback Sustain reader involvement from issue to issue with regular and frequent distribution Custom magazines are most effective when part of an integrated customer retention program linked to other relationship marketing tools such as content-rich Web sites, e-newsletters and responsive customer service departments. With our deep expertise in both print and online channels, Azina can help you integrate your relationship marketing program.