It is well-established that acquisition is less cost-effective for any business than focusing on existing customers and ensuring they stay happy and engaged with the brand.

Having invested heavily to acquire valuable new customers, if you then neglect them so they don’t stay and continue to spend, your initial investment goes to waste and you need to start all over again. Loyal customers are more profitable than one-time purchasers. Not only do they spend more money on your brand but satisfied customers also provide a highly persuasive force to attract new customers, saving money from your acquisition budgets.

Every business needs a strategy that nurtures its most valuable customers, responds to their needs and encourages them to stay and grow. However, it isn’t as simple as shifting resource from acquisition to retention and getting a better overall outcome. The reason that this area doesn’t always receive the attention it deserves, is that reducing churn and capitalising on current accounts is generally more difficult than targeting spend to acquire new leads.

To help you nurture and develop your most profitable customers, we’ve prepared a guide with our top tips.

You will learn how to:

• Establish a value-based sales approach

• Build compliance into your sales process

• Set your customers up for success

• Create a highly personalised customer experience

• Establish a strong Voice of the Customer (VoC) programme

• Get cross-selling and up-selling right

• View ABM as a retention strategy not a tool

To find out more, complete the form and download our guide