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Mountain Biking

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Submitted By cjbogar
Words 836
Pages 4
C. Burton
C2 Montana Mountain Biking

1.) According to the five stages of customer loyalty, the MMB’s customers lye mostly in the commitment category. Given the rate of repeat customers (80%) . it would be reasonable to assume a similar report of the customers (60-75%) are in the familiarity or commitment stages, due to the fact the MMB is very serious about their enthusiasts. This would probably mean very few (10%) have reached the separation stage. MMB has had a very consistent business plan. Giving customers little reason to be pushed away from them. The article makes it sound like mountain biking enthusiast would not be quick to give up their hobby at all. The leaves roughly 15-20% exploration or familiarity. I feel that slightly more (10-15%) to exploration because of the new website traffic as well as email inquiries. They would not be inquiring about the photos if they understood the website.

2.) Given the large percentage of MMB’s customers are repeat visitors, I would recommend that adding a option to their website would allow users to submit their e-mail address so they can receive a monthly newsletter or updates about featured tours. In the e-mail messages I would also include links to the photo galleries that are posted on the website. They are appealing to the eye enough to draw people all on their own. The links are convenient for customers to be able to forward the e-mail to their friends who might be interested or are photo enthusiast. This strategy also works well with the fact that so many of MMB’s first customers are referred to the company by word of mouth. I might think about including a promotion where repeat customers could receive discounts on their next tour if they refer a first time customer to the site. I would also advise the website include a page for booking tours online, since new customers might more than likely plan

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