Stop treating customers as disposable: here’s what needs to change in marcoms
Victor Condogeorges, head of data and insights at Orchard, examines customer acquisition versus retention, and why it’s time for the equation to be reassessed in 2021.
The tussle for budget between new customer acquisition and existing customer retention will arise again, except this time we, and our customers, are smarter for it.
Brands are being nudged towards a commitment to change, often guided or led by customers wanting a more sustainable future. The loyalist segment has been untapped for many, but can actually be a source of enriching customer experiences and a deeper connection with brands.
The disposable customer
