It is easier to keep than conquest. Marketers know that rule well, and since the Internet bubble burst, more and more PR firms are learning it, too.
Over the past few years, firms ranging from GCI Group, which started a client-satisfaction measurement program last year, to Burson-Marsteller, which started its program nearly a decade ago, have put more cash and attention toward quality control and customer satisfaction.
In the past, the gateway to agency revenue was new business, but blistering ...