The Value of Customer Retention

Customer Loyalty
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The Value of Customer Retention

Most firms believe that customer satisfaction and customer loyalty helps them to retain their customers. The cost of a retained customer is less than the cost of attracting a new one.
I believe that any firm should have more retained customers than new customers to be profitable. This is so because the cost of gaining new ones is normally higher than the profits of the retained customers.

  Erika Jones
Business Consultant, United Kingdom

Balance Between Customer Acquisition and Customer Retention

In any type of business, you have to make a balance between customer acquisition and customer retention.
Customer acquisition means to gain a new customer. Customer acquisition is important to get in new consumers as well it enlarges the base.
On the other hand, customer retention generally less expensive and builds loyalty and the brand. Retention is also helpful to maintain a long-term relationship and long term costs are regained through sales.
For the effective analysis of the business, you should analyze the ROI for both customer acquisition and customer retention. If the ROI ratio is bad in either approach then it implies that more research is required for improvement. You might also implement loyalty management software.

  Jaap de Jonge
Editor, Netherlands

The Value of Customer Retention

@Bernadette: you write: "... The cost of gaining n (...)

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