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Managing For Successful Customer Acquisition: An Exploration

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Abstract:

Given all the recent attention dedicated by academics, consultants and practitioners to customer retention, customer acquisition has become a secondary concern. Yet, customer acquisition is of major importance and demands attention as the first stage of the customer life-cycle. Our research shows that companies are not particularly skilled at managing the customer acquisition process. For example, less than half have a dedicated customer acquisition plan. Only one variable distinguishes companies that excel at customer acquisition – they have a budget dedicated to customer acquisition activities. Other variables examined - the presence of an executive responsible for customer acquisition, an understanding of the economics of customer acquisition, and the deployment of CRM technologies to support customer acquisition - are not associated with excellence at customer acquisition.

Keywords: CRM; CUSTOMER ACQUISITION; CUSTOMER LIFE-CYCLE; CUSTOMER RETENTION

Document Type: Research Article

DOI: http://dx.doi.org/10.1362/026725706776861217

Publication date: April 1, 2006

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