Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Dr. Markus Wuebben & Dr. Mark Elsner – Acquisition vs. Retention: Why It’s a Match

97 views

Published on

CrossEngage Co-Founder Dr. Markus Wübben and Echte Liebe Founder Prof. Dr. Mark Elsner present "Acquisition vs. Retention: Why it’s a Match".
As the platform economy grows, the CRM landscape changes, with traditional customer retention becoming much harder to achieve. The temptation is to focus heavily on acquisition rather than retention. As the pair demonstrate, retention should remain a top priority, however retention can now often be equated with re-acquisition.

Find us at www.heroesofcrm.com

And follow us on:
YouTube: https://www.youtube.com/channel/UCaTC-I6-FOpst6iQ_Z1Y5cA
Facebook: https://www.facebook.com/heroesofcrm/
Twitter: https://twitter.com/heroesofcrm
Instagram: @heroesofcrm

Published in: Sales
  • Be the first to comment

Dr. Markus Wuebben & Dr. Mark Elsner – Acquisition vs. Retention: Why It’s a Match

  1. 1. Retention Is a Good Thing 5 times more 5% 25-95% 60-70% 50-20% 50% 31%
  2. 2. So What Drives Customer Retention?
  3. 3. Switching Costs ● ● ● ● ● ● ● ● ●
  4. 4. Retention Becomes Re-Acquisition
  5. 5. Switching Cost
  6. 6. eliminated procedural switching costs ● ● ● ● ● ● ● ● ● Eliminated for all by platforms (Google, PC, Amazon etc.) Mainly applicable in subscription businesses & business with rewards (e.g. loyalty programs) For the “rest of us”
  7. 7. Retention Re-Acquisition
  8. 8. CRM
  9. 9. Source: Kotler 2016: Principles of Marketing
  10. 10. How To Target The Black Box?
  11. 11. Customer Acquisition Customer Retention

×