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

4. Retention Is a Good Thing
5 times more
5% 25-95%
60-70% 50-20% 50% 31%

5. So What Drives
Customer Retention?

6. Switching Costs
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7. Retention Becomes
Re-Acquisition

8. Switching Cost

9. eliminated procedural
switching costs
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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”

10. Retention
Re-Acquisition

11. CRM

12. Source: Kotler 2016: Principles of Marketing

13. How
To
Target
The
Black
Box?

16. Customer
Acquisition
Customer
Retention