June 17, 2008 (updated June 30, 2008)

Balancing The Funnel: Which Consumers Are Loyal?

CMOs Must Embrace Customer Retention As Well As Acquisition

This is the first document in the "Balancing The Marketing Funnel" series.

by Lisa Bradner

with Jaap Favier, Kim Le Quoc, Evadne Cokeh

Executive Summary (This is a document excerpt)

Marketing leaders spend too much time on acquisition while their best customers already buy their products. To retain these best customers — even in an economic downturn — marketing leaders must focus on the key loyalty drivers: prior experience, trust, and reliable service. By partnering with the customer experience organization and by owning the brand experience throughout the customer life cycle, marketing can help drive customer loyalty through better brand experiences.

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