The WARC Guide to customer retention

Provides new thinking and best practice on customer retention.
  • Brands should still tilt the balance of investment toward acquisition, but understand that most tactics aimed at acquisition can also work to retain customers.
  • A smart approach to customer lifetime value (CLV) modelling can not only arm companies with tools to design customised experiences for high value customers, but also find new retention opportunities for those less engaged.
  • For many brands, online subscription models will likely remain a small minority of sales, but these models can be useful for getting first party data and profiles of likely buyers.
  • As social commerce investment increases, brand experience and social community are emerging...

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