Companies that focus on gaining customer knowledge and developing insight into this knowledge, can deepen and extend customer relationships. Advise Clicks, for them to improve their position, on the information that should be stored within their database.(10) Q.1.4 To build successful relationships, trust and commitment are required. Advise Clicks on how they can improve both trust and commitment between themselves and their customers.(10)

Q.1.5 Justify the following statement: The acquisition of new customers will have a more positive impact on Pick n Pay than simply retaining their existing customers. In your answer, state whether you agree or disagree with the statement and motivate your answer. (10) Q.1.6 Clicks may choose to conduct a customer satisfaction survey. Explain the benefits that a customer satisfaction survey would provide to the brand.