The document discusses evaluating customer acquisition and retention. It recommends that customer acquisition focus on specific customer information like resources and banking sectors to gain a competitive advantage. It also suggests maximizing the online customer experience through paid, social, email, referral, and direct touchpoints. For customer retention, it advises building relationships through a rolling calendar of communications like letters, events, phone calls, thank you's, offers, follow-ups and personal touches.
The document discusses evaluating customer acquisition and retention. It recommends that customer acquisition focus on specific customer information like resources and banking sectors to gain a competitive advantage. It also suggests maximizing the online customer experience through paid, social, email, referral, and direct touchpoints. For customer retention, it advises building relationships through a rolling calendar of communications like letters, events, phone calls, thank you's, offers, follow-ups and personal touches.
The document discusses evaluating customer acquisition and retention. It recommends that customer acquisition focus on specific customer information like resources and banking sectors to gain a competitive advantage. It also suggests maximizing the online customer experience through paid, social, email, referral, and direct touchpoints. For customer retention, it advises building relationships through a rolling calendar of communications like letters, events, phone calls, thank you's, offers, follow-ups and personal touches.
The document discusses evaluating customer acquisition and retention. It recommends that customer acquisition focus on specific customer information like resources and banking sectors to gain a competitive advantage. It also suggests maximizing the online customer experience through paid, social, email, referral, and direct touchpoints. For customer retention, it advises building relationships through a rolling calendar of communications like letters, events, phone calls, thank you's, offers, follow-ups and personal touches.
Customer Acquisition (CA): CA should more focuses on specific customer information instead of general market information, such as focus on customer from resources, banking sector, etc, in order to create a competitive advantage as an effective way to grow and compete with domestic and global competitors. Maximizing the online experience through 5 categories of customer touch points (Paid, Social, Email, Referral, Direct) Customer Retention (CR): Building relationships and keeping in touch using a rolling calendar of communications. This is a programmed sequence of letters, events, phone calls, thank yous, special offers, follow-ups, magic moments, and cards or notes with a personal touch etc.