How can Meltwater News increase their customer retention in Singapore?
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- Singapore 
This project’s objective is to increase the customer retention. Further research shows that in order to do so, it will be crucial to read, meet and exceed the client’s expectations. Customers of Meltwater Group Singapore are generally happy with the Meltwater NEWS product. However, the findings shows that Meltwater in general lack understanding of their clients expectations. As such it will be difficult to anticipate what kind of activities to execute in order to make them more than satisfied. In order to gain more knowledge on this subject, there has been developed and conducted both primary and secondary data through interviews, conversations, and available literature. It is suggested to use the GAP-model to identify GAPs that needs to be closed. When closing the GAPs, Meltwater will enhance understanding of the customers’ expectations. Research advises that understanding is essential in order to increase service quality and customer satisfaction, resulting in an increase of customer retention. Additionally, KANO-theory suggests exceeding client’s expectations is needed in order to gain even more satisfied customers. Therefore, there has been made suggestions to implement, in order to close the GAPs and create Attractive Requirements. Such implementations will be: 1. Develop standards on two-way communication 2. Be transparent 3. Develop an analytical report These are further elaborated in Appendix A – Proposed Recommendations.