customer acquisition case study pdf

Academia.edu no longer supports Internet Explorer.

To browse Academia.edu and the wider internet faster and more securely, please take a few seconds to  upgrade your browser .

Enter the email address you signed up with and we'll email you a reset link.

• We're Hiring!
• Help Center

Download Free PDF

Understanding the Processes of Customer Acquisition, Customer Retention and Customer Relationship Development

2012, International Journal of Economic Practices and Theories

Attracting new customers is an objective pursued by any organization, which in the actual competitive environment is almost inevitably facing with a phenomenon of customer migration. Therefore, lost customers must be replaced and this process involves specific activities of prospects identification, communication channels selection and choice of the adequate supply for targeting potential customers. Processes of customer retention and customer relationship development are a logical continuation of customer acquisition plans. A retention strategy aims to maintain relationships with a highest proportion of the current customer base by decreasing their migration rate. A relationship development strategy involves additional efforts to increase the value or profitability of existing customers. These strategies are differently designed in relation with various customer segments, depending on their current attractiveness and their development potential. Retention strategies may be classified into two main categories, positive and negative, in light of the influence they have on customer repurchase behaviour and attitudes. Development objectives relate primarily to selling additional products and services to customers in the current database and selling higher value or higher profit margin products and services to the same customer segments.

Related papers

Journal of Language, Technology & Entrepreneurship in Africa, 2010

There has been unprecedented need for firms and organizations today to focus on customer service, retention and loyalty as a way of increasing their competitive advantage and improving their bottom line. This paper discusses the increasing focus on managing relationships and customer retention in recent years. Initially customer retention strategies are identified, followed by an analysis of the benefits of value creation for both customers and services providers, key indicators of customer relationship and managing relationship. The study identified the competitive nature of business today and hence many businesses devising strategies such as switching barriers and retaining employees to retain customers. Consumers are increasingly developing relationships with numerous services providers rather than committing to one, hence associating loyalty with repeat patronage rather than long-term commitment.

Journal of Strategic Marketing, 2001

The traditional marketing approach advocates the marketing mix principles and the quest for market share dominance through mass marketing techniques and a focus on new customer acquisition. This approach has guided managers for decades in planning and implementing their marketing strategies. However, several authors have drawn attention to the inadequacies of the traditional marketing approach, which led to the birth of relationship marketing (RM). RM advocates supplier–customer interaction and maintaining long-term relationships with a focus on customer retention. Customer retention, in the traditional marketing approach, is however seen as the 'end' rather than the means to delivering long-term profitability to firms. This paper discusses key issues pertaining to customer retention management, namely its definition, forms of measure, benefits and potential strategies for application. It uses examples from a variety of contexts. It is proposed that customer retention should be part of the strategic marketing planning process. Customer retention, we envisage, is a potentially potent marketing management strategy. Further research is also recommended.

Journal of Marketing Management, 2006

Given all the recent attention dedicated by academics, consultants and practitioners to customer retention, customer acquisition has become a secondary concern. Yet, customer acquisition is of major importance and demands attention as the first stage of the customer life cycle. Our research shows that companies are not particularly skilled at managing the customer acquisition process. For example, less than half have a dedicated customer acquisition plan. Only one variable distinguishes companies that excel at customer acquisition -they have a budget dedicated to customer acquisition activities. Other variables examined -the presence of an executive responsible for customer acquisition, an understanding of the economics of customer acquisition, and the deployment of CRM technologies to support customer acquisition -are not associated with excellence at customer acquisition.

Is it healthy for customers to be enrolled in long-term relationships with service organisations? To find a proper answer for such question, this study has been planned. Customer retention is still a dilemma for many organisations these days for a variety of reasons support this idea such as having high competition status, increasing existing customers switching rate and increasing the cost of allocating, classifying and attracting new customers. Thus, a need has been raised to look at different CR issues again from different views such as is CR happening or not supported by providing a proper classification for customer-supplier relationship. Additional themes were discussed such as the relationship strength, longevity, continuity, relational cost and benefits

Delhi Business Review, 2001

Production and Operations Management, 2016

This is the author manuscript accepted for publication and has undergone full peer review but has not been through the copyediting, typesetting, pagination and proofreading process, which may lead to differences between this version and the Version of Record. Please cite this article as

My own account of King Manasseh is totally different from all of this – only eleven years of his reign actually occurred while he was seated upon the throne of Jerusalem, the rest was tallied up whilst he was still alive but no longer reigning.

Oxford Press forgot to include into the book the images that I had chosen. My colleague Steve Livesey added a series of images from an earlier selection to the PDF of our part. The caption to the folio with the quadrant belongs, however, to a different image that is not shown. My part of the text contains additions by the editor I. Morus which I do not share.

Coping with Excess: How Organizations, Communities and Individuals Manage Overflows, 2014

When do we cross the border between enough and too much? When does a comfortable abundance become an oppressive surfeit? When does choice move from being a privilege to a burden? This book finishes up a series of three by the same editors which address these questions and more, exploring many aspects of excess, overabundance , and overflow. These extremes might be the best way to characterize our world, populated by an almost unimaginable 8 billion people, hundreds of millions migrating and seeking refuge, where the obese far outnumber the undernourished and middle-class homes are filled to bursting with goods and possessions. Our consumer marketplace is driven into perpetual motion, as we watch today's valuables turn into tomorrow's trash. Overflow, or perhaps surfeit, is also the best way to describe the wealth of new ideas circulating in these essays. Trained as an archeologist, I always think about overflow in terms of material stuff; but this book takes us in other directions, into overflows of time, emotions, attention, and activities-describing a proliferation of new categories, whole new branches in cultural taxonomies, and a continuing flow of new things that cannot yet be categorized. But overflowing also means forgetting, cut not in a conscious decision process, but instead in a haphazard undisciplined way that leaves gaps in our memories, people and places that seem familiar but which we cannot name. Overflow itself is a liquid metaphor that easily accords with the many word choices that social scientists have used to discuss culture, place, and time.

A guerra da Ucrânia e as sanções econômicas multilaterais , 2022

2001 Annual Conference Proceedings

Jurnal Pancasila dan Kewarganegaraan, 2024

Chemical Engineering Journal, 2020

Nők heyzete a nyugati civilizációban , 2004

Sacra Scripta 1-2, 2023

Dante e la letteratura dell'occidente. Atti delle Rencontres de l’Archet Morgex, 13-18 settembre 2021 (ISBN 9788832028195), 2023

IAEME PUBLICATION, 2024

International Journal of Radiation Oncology*Biology*Physics, 2018

JAMA Network Open, 2021

Debates em Educação, 2021

Applied Physics A, 2021

Asian Perspective, 2004

World journal of gastroenterology : WJG, 2005

Biological Psychiatry, 2010

Annals of the International Communication Association, 1987

Related topics

•   We're Hiring!
•   Help Center
• Find new research papers in:
• Health Sciences
• Earth Sciences
• Cognitive Science
• Mathematics
• Computer Science
• Academia ©2024