The cheapest revenue is the customer you already have.
Retention is the least glamorous number in a business and usually the most valuable. Kirtiraj held the best churn performance in the country three years running in a telecom market where switching cost a customer nothing — the methods travel further than the sector suggests.
These pieces cover lifecycle rather than acquisition: what a customer is worth over the relationship, where they leave and why, how high-value relationships need managing deliberately rather than gratefully, and what customer experience means when you cannot afford a department for it.
Everything on customers
Newest firstCustomer Lifecycle Management: Beyond Acquisition to Lifetime Value
Acquisition is the expensive part. Retention is where the margin lives.
Bridging the Experience Gap: Customer Experience as Strategic Advantage
When features and prices are copied in weeks, experience is what is left to compete on.
The work behind it
Where this becomes an engagementReading is the free part. Marketing, Branding & Sales is where this subject becomes an engagement — give the business a position worth defending, and a sales operation that can be held accountable to a number.
Other subjects
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