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DO YOU WANT
TO KEEP YOUR
CUSTOMERS
FOREVER?
Harvard Business Review
CLASSICS
DO YOU WANT TO KEEP
YOUR CUSTOMERS FOREVER?
B. Joseph Pine II, Don Peppers, and
Martha Rogers
Harvard Business Press
Boston, Massachusetts
Copyright 2009 Harvard Business School Publishing Corporation
Originally published in Harvard Business Review in March 1995
Reprint #95209
All rights reserved
Printed in the United States of America
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No part of this publication may be reproduced, stored in or introduced into a retrieval system, or transmitted, in any form, or by any means (electronic, mechanical, photocopying, recording, or otherwise), without the prior permission of the publisher. Requests for permission should be directed to [email protected], or mailed to Permissions, Harvard Business School Publishing, 60 Harvard Way, Boston, Massachusetts 02163.
Library-of-Congress cataloging information forthcoming
ISBN: 978-1-4221-4027-7
The paper used in this publication meets the requirements of the American National Standard for Permanence of Paper for Publications and Documents in Libraries and Archives Z39.48-1992.
THE HARVARD BUSINESS
REVIEW CLASSICS SERIES
Since 1922, Harvard Business Review has been a leading source of breakthrough ideas in management practice—many of which still speak to and influence us today. The HBR Classics series now offers you the opportunity to make these seminal pieces a part of your permanent management library. Each volume contains a groundbreaking idea that has shaped best practices and inspired countless managers around the world—and will change how you think about the business world today.
DO YOU WANT
TO KEEP YOUR
CUSTOMERS
FOREVER?
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