Understand, apply and critically analyse the key elements of an effective customer relationship marketing and retention programmes

You are to develop a short essay which addresses following:
1) using Starbucks, critically discuss the importance of customer retention, highlighting the retention devices utilized. Please only choose two retention strategies (Social Media and one of the Starbucks apps).

2) make recommendations how they could improve or develop those two strategies

3) talk about some drawbacks/issues, please only one or two (e.g. tax issues, unethical…) which may put customers off, please relate them to what has been previously discussed.

Use examples to illustrate answers and make sure in the first paragraph you mention the importance of customer retention, especially related to Starbucks.