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.
Omnichannel advertising means coordinating paid and organic messaging across every channel a customer uses, so that each touchpoint reinforces the last rather than contradicting it. Done well, it creates a coherent experience that moves people from awareness to purchase without friction. Done poorly, which is most of the time, it is just multichannel advertising with…
Aligning CX strategy with marketing goals means designing the customer experience so that it reinforces what your marketing promises, and then measuring both against the same commercial outcomes. When those two things pull in different directions, you don’t just get a bad customer experience. You get wasted marketing spend. Most companies treat CX and marketing…
SaaS retention benchmarks give you a reference point for where your business stands relative to the market. A healthy annual retention rate for a B2B SaaS company typically sits between 85% and 95%, while B2C SaaS products often operate closer to 60-75%. But a benchmark without context is just a number, and the companies I’ve…
Cohort retention analysis groups customers by when they first purchased or signed up, then tracks how each group behaves over time. Instead of looking at your overall retention rate as a single number, you see exactly which customer vintages are staying, which are leaving, and when the drop-off happens. That distinction matters more than most…
LTV optimization is the practice of increasing the total revenue a customer generates over their relationship with your business, by improving retention, purchase frequency, average order value, or some combination of all three. It sounds straightforward. In practice, most companies leave the majority of that value on the table because they are organized around acquisition…
A churn model is a predictive framework that uses customer behaviour data to identify which customers are likely to stop buying from you, and when. At its most useful, it gives you a prioritised list of accounts to act on before the relationship breaks down entirely. That sounds straightforward. In practice, most churn models are…
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