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.
NPS surveys are one of the most widely used tools in customer research, and one of the most widely misused. The question itself, “How likely are you to recommend us to a friend or colleague?”, is simple enough. What companies do with the answer is where things tend to fall apart. Done well, NPS gives…
Composable commerce is an approach to building digital retail infrastructure where each capability, search, checkout, personalisation, inventory, is assembled from best-of-breed components rather than locked inside a single monolithic platform. When applied to omnichannel, it means every customer touchpoint can draw from the same data and logic, regardless of whether the interaction happens in a…
A customer success strategy is a structured approach to ensuring customers achieve their intended outcomes with your product or service, in ways that also drive commercial value for your business. Done well, it reduces churn, increases expansion revenue, and turns retained customers into a compounding growth asset. Done poorly, it becomes an expensive support function…
SaaS customer success is the function responsible for ensuring customers achieve the outcomes they were promised when they bought your product. Done well, it reduces churn, expands revenue, and builds the kind of relationship where renewal is a formality rather than a negotiation. Done poorly, it becomes an expensive support layer dressed up with a…
An NPS email is a short, targeted message sent to customers asking how likely they are to recommend your product or service on a scale of zero to ten. Done well, it gives you a real-time read on customer sentiment and surfaces the kind of signal that retention teams can actually act on. Done poorly,…
Customer engagement and customer experience are not the same thing, and treating them as interchangeable is one of the more expensive mistakes a marketing team can make. Customer experience is what a business delivers across every interaction a customer has with it. Customer engagement is how customers respond to those interactions, measured through behaviours like…
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