Are You Paying Attention to Your Customer Alumni?
Most people appreciate the value of starting with the end in mind. Yet companies rarely pay enough attention to one specific endpoint: when a customer stops being an active customer.
Businesses don’t think through the experience and value of past customers or “customer alumni.” Instead, they focus on maximizing customer acquisition or eliminating attrition altogether. But by doing this, they often unintentionally undermine their total lifetime earnings.
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