Best Practice Report

From Acquisition To Retention Opportunities: Understanding The Transition

April 5th, 2023
Amy Bills, VP, Principal Analyst
Amy Bills VP, Principal Analyst
Vicki Brown, VP, Principal Analyst
Vicki Brown VP, Principal Analyst
With contributors:
Dave Frankland , Alesia Garrett , Kate Pierpont

Summary

Like a purchase decision, a renewal decision usually involves a group of stakeholders and influencers. Organizations must avoid the mistake of treating renewal decision-makers like purchase decision-makers. Understanding the differences between acquisition (or new logo) opportunities and retention opportunities helps organizations detect and respond to retention signals. In this report, we discuss the three sets of customer attributes that customer engagement teams must consider in their efforts to maximize customer retention and loyalty.

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