It is one of the most widely accepted rules of business: it is cheaper to retain your customers than to spend time, effort and money attracting new ones. In fact, experts estimate that it costs five times more to attract a new customer than to keep an existing one. This is particularly important when 80% of an average organization's revenue comes from 20% of its customers.
This practical guide has been written to help you understand the nuances of your engagements with customers, and the questions you should be asking and answering at each stage of the customer lifecycle. In doing so, you’ll discover the value of data to provide customer insights you should be incorporating into your daily decisions.