Per Definition sind Bestandskunden die Kunden, die mindestens zweimal bei demselben Anbieter eingekauft haben. In der Regel geht ihrem Status eine zielgerichtete Bearbeitung seitens des Unternehmens voraus, die Interessenten zu Neukunden und schließlich – im besten Fall – zu treuen Bestandskunden macht. Die Bestandskundenpflege bezeichnet die gezielte und nachhaltige Betreuung dieser Kunden, um sie als wiederkaufende Kunden an das Unternehmen zu binden.
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