Acquisition gets the headlines. Retention builds the business. Customer experience design and retention strategy are where marketing meets its highest-ROI work.
Acquiring a new customer costs five to seven times more than keeping one. The resources here cover the full lifecycle after the first conversion: onboarding, engagement, loyalty, and the feedback loops that reduce churn.
Churn is the rate at which customers stop doing business with you over a given period. It is typically expressed as a percentage: the number of customers lost divided by the total number of customers at the start of that period. Simple to define, harder to act on, and almost universally misunderstood in terms of…
Churn is the rate at which customers stop doing business with you over a given period. Whether you measure it by headcount, revenue, or contract value, it answers one fundamental question: how many of the customers you had at the start of a period did you still have at the end of it? The answer…
Churn is the rate at which customers stop doing business with you over a given period. It is typically expressed as a percentage of your total customer base lost within a defined timeframe, whether that is monthly, quarterly, or annually. A business losing 5% of its customers every month is not just losing revenue today,…
Churn is the rate at which customers stop doing business with you over a given period. Expressed as a percentage, it divides the number of customers lost during a period by the number you had at the start of that period. Simple to calculate, often uncomfortable to look at, and almost always more revealing than…
Customer loyalty is built through consistent, low-friction experiences that accumulate over time, not through a single campaign or loyalty programme. The businesses that retain customers longest are rarely the ones with the flashiest rewards scheme. They are the ones that make it easy to stay, hard to leave, and genuinely useful to come back. That…
The ABM customer experience is the sequence of interactions, decisions, and relationship-building moments that move a target account from first awareness through to closed deal and, if you do it properly, long-term expansion. Unlike a broad demand generation funnel, ABM compresses and personalises that sequence around a defined set of accounts, which means every stage…
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