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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

      13 12 11 10 09 5 4 3 2 1

      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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