Michael King, Grizzard Performance Group
February 07, 2005
Customer-Based Marketing: What's Working 2004
The customer acquisition binge that began in the late 1990s as the dot-com beast roared is waning. Based on the results of an independent study commissioned by Grizzard Performance Group, nearly twice as many executives across all industries and company sizes indicate they currently devote more resources to customer retention than customer acquisition.
This indicates a 180-degree turn from a similar survey Grizzard Performance Group commissioned just two years ago. In that survey, more companies revealed they were devoting more resources to customer acquisition over retention by a ratio of almost 2 to 1.