Category Archives: Customer Acquisition

Should companies focus on customer acquisition or customer retention?

The choice between customer acquisition and retention is a false choice.  I recommend instead employing a diversified and balance customer lifecycle management approach with customer acquisition, onboarding, development and retention elements. Customer Acquisition, Development and Retention are very connected and have … Continue reading

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Can companies succeed by being the UnIncumbent in their markets?

The T-Mobile UnCarrier strategy is producing remarkable results.  Please note particularly: “The Seattle wireless carrier on Thursday announced that it signed up 1.3 million postpaid customers in the first quarter. That’s more new customers than AT&T, Sprint and Verizon combined … Continue reading

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IKEA is placing its furnitures in its customers’ homes with augmented reality

I found this IKEA application for placing their products in their customers’ home very insightful.  Please note particularly: “The 2014 IKEA catalogue gives you the ability to place virtual furniture in your own home with the help of augmented reality. … Continue reading

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What are the barriers that prevent noncustomers from buying your product?

  In his “Fight Off Your Heavy User Obsession: What About Noncustomers” article, David Aaker observes that firms are: “trained to look to the heavy user, where the money (and competition) resides. But there can be a substantial market that … Continue reading

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Can you bring your store to your customers?

  David Aaker nominated Tesco Homeplus Virtual Subway Store for “coolest digital program”: “Tesco, thanks to a major acquisition in 2008, is a strong retail number two in South Korea behind E-mart. Although still trailing in physical number of stores, … Continue reading

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A Double Dividend from Word of Mouth

I found this Ina Garnefeld et al. Study Very insightful.  Please note particularly “Businesses have long recognized the power of word of mouth: When customers recommend a restaurant or clothing store to friends, for example, they’re helping that business gain … Continue reading

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Can Customer Referrals Drive Stunning Profits?

I found this Philipp Schmitt et al. Study on the profit impact of customer referrals very instructive.  Please note particularly: “We studied 10,000 accounts in a large German bank over a period of three years, and found that customers obtained … Continue reading

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