Customer Acquisition & Retention

Learn how to transform customer-centric theory into lasting value through customer portfolio management.

To best understand your customers, segment them based on the strength of their relationship with your brand.

Marketing leaders who understand the full value of a benefits-first perspective can help their companies better compete.

Winning CXOs shape experiences that boost business outcomes by debunking myths about customer desires with real data.

The dueling fortunes of two hot sauce companies demonstrate the power of strategic diversification.

Bed Bath & Beyond’s bankruptcy exposes the perils of focusing on financials at the expense of customer value creation.

Shifting emphasis from customer lifetime value to customer portfolio lifetime value can drive future revenue and lower costs.

Inflation and supply chain disruption are exposing the risks of relying on a subscription model in some markets.

Choosing the right listening style can help close the gap between what a speaker needs and how a listener responds.

Better-informed decisions on customer relationship conversion, leverage, and defense can drive revenue and lower costs.

Companies earn customers’ respect and loyalty when their brands enable, entice, and enrich them.

A new tool for designing an analytics architecture can help marketers improve customer experience outcomes.

Value-based selling can boost competitiveness but works best when vendors take one of three approaches.

Retailers must explore new revenue streams, monetize existing assets, and embrace a consumer-to-business mentality.

Identifying the right change strategy, boosting stagnated skills, and managing demand fluctuations.

Understanding patterns of demand across your customer base can help smooth out costly spikes and slumps.

It takes deep commitment and involvement to develop a brand strategy that embraces racial justice.

Which retail customers will return to in-person shopping as the economy reopens — and why?

Three trending emotional priorities show signs of becoming long-term fixtures in consumers’ collective conscience.

Small and midtier brands have unique opportunities to provide value in the new consumer environment.