Acquisition, Conversion, Retention

I spent some time this evening on the topic of customer relationship management (CRM). Acquisition refers to the costs and strategies related to getting customers in the door. Conversion is the process by which customers become more valuable to the organization. Retention is the goal as the average company loses 50% of its customer base over 5 years.

I think this is akin to having friendships. Sometimes it means putting in effort, but there's something meaningful about having enjoyable lasting personal relationships with history.

Since it is our actions that define us, people are more likely to trust those they know. Once people become familiar and comfortable with an interface, it normally takes something dramatic to produce change.

For example, why use some new Microsoft search engine when I've enjoyed a lasting relationship with Google for years?

See:
harvard 1 or harvard 2

Good night.