之间的区别Customer Retention and Acquisition

Key Difference – Customer Retention vs Acquisition

Customer retention and acquisition are two important aspects of relationship marketing that focus on making long-term relationships with customers rather than emphasizing on shorter term goals. The key difference between customer retention and acquisition is that客户保留是公司为确保客户通过保护竞争而继续购买公司产品的行动然而客户获取是指通过广告等营销策略获得客户。Research has found that it is 5 to 6 times more expensive to acquire a new customer rather than retaining existing customers.

CONTENTS
1。Overview and Key Difference
2。什么是客户保留率
3。What is Customer Acquisition
4.Side by Side Comparison – Customer Retention vs Acquisition
5。Summary

什么是客户保留？

Customer retention is the actions taken by companies to ensure that the顾客从长远来看，继续购买公司产品来保护他们的竞争对手。在这里，目的是通过客户忠诚度和牌loyalty as it is cheaper than the effort to acquire new customers. Customer retention can be practiced in following ways.

Strategies for Customer Retention

非凡的客户服务

不断专注于提高质量advertising and marketing策略。因此，企业应始终尝试减少缺陷和产品召回。此外，满意的客户还传播了积极的口口相传。由于“满意的客户是最好的广告客户”，因此提供高质量的服务有助于改善销售额。

例如。丽思卡尔顿酒店（Ritz-Carlton Hotels）因为住在酒店的客户提供非常好的个性化服务而受欢迎。

Market Penetration

由于维护现有客户的成本比获取新客户的成本较低，因此市场渗透策略成为在这种情况下使用的有用策略。这涉及专注于在现有市场中销售现有产品或服务以获得更高的市场份额。

例如。Coca-Cola has expanded by entering into many markets. However, it is experiencing ever increasing sales volumes since they continue to offer their existing products to existing customer base.

Customer Life Cycle Value

Customer life cycle value is a marketing concept that emphasize on maximizingprofit从客户长期以来。客户可能会花时间熟悉该公司的品牌和产品，并通过直接消费体验获得对产品的更多信任，因此他们将更多地消费。这通常需要时间。因此，公司不应该考虑短期，而应该关注长期盈利能力。

例如。汇丰银行为处于不同生活阶段的客户提供许多贷款。他们的策略是通过向他们提供学生贷款和汽车贷款来吸引年轻时的客户，并通过提供其他类型的贷款（例如在生活阶段的抵押贷款）并获得更高的利益来保留他们。

更名

这是一种营销策略，其中已建立品牌的名称，设计或徽标被更改，目的是在消费者心中开发新的，差异化的身份。

例如。几十年前，Burberry被视为帮派服装，因此遭受了负面的声誉。2001年，该公司开始引入新产品，例如泳装和沟渠外套，这些产品与对帮派服装的看法不一致。该公司还认可名人来改变品牌的形象，以便将其与高级和财富联系起来，事实证明这是非常成功的。

产品开发

这是一种营销技术，专注于向现有客户提供新产品。许多跨国公司通过继续介绍和销售新产品来实施这一策略。有时他们完全引入新产品类别。为了使产品开发策略取得成功，公司必须具有强大的品牌名称。

例如。索尼通过生产日本的第一张录音机开始业务，并通过向同一客户群引入许多微电子物品，从而获得了很大的知名度。

什么是客户收购？

客户获取是指通过广告等营销策略获得客户。These are customers that have not used the company’s products before; thus increased efforts should be made to encourage them to purchase company’s products. Heavy advertising budgets should be in place in order to acquire many new customers. Market development and diversification are two widely applicable strategies for customer acquisition.

客户获取策略

Market Development

Market development refers to offering the existing products to new markets in search of new customers.

例如。In 2013, Unilever entered Myanmar in order to expand their market reach and to increase revenue.

Diversification

Companies can improve theireconomies of scopeby diversifying into new markets in order to acquire new customers. This also helps businesses to minimize business risk.

例如。Mars company, which originally produced chocolates and candy, entering the pet food market.

What is the difference between Customer Retention and Acquisition?

Customer Retention vs Acquisition
客户保留是公司采取的行动，以确保客户通过保护竞争对手来维护他们继续购买公司产品。	客户获取是指通过广告等营销策略获得客户。
广告和客户管理费用
由于他们熟悉公司产品和流程，因此现有客户的广告和客户管理费用较低。	Since new customers are less familiar with company products and processes, it is much costly to obtain them as well as to manage them.
Strategy
市场渗透,重塑和产品开发ment are key strategies that assist companies to retain customers.	Companies can acquire new customers by way of market development and acquisition.

摘要 - 客户保留与收购

The difference between customer retention and acquisition mainly depends on whether the company is focusing on serving existing customers or keen to acquire new customers. Some companies may be interested in both; however, they should understand that it is more expensive to acquire a new customer than retaining existing customers. Even though efforts are focused on acquiring new customers, businesses should not ignore the prevailing ones since they can, in fact, help the company to attract new customers through positive word of mouth.

参考：
1。Morgan, Robert M., and Shelby D. Hunt. “The Commitment-Trust Theory of Relationship Marketing.” Journal of Marketing 58.3 (1994): 20. Web.
2。“Customer Acquisition vs Customer Retention.” Study.com. Study.com, n.d. Web. 25 Apr. 2017.
3。“Ansoff Growth Matrix – Four Ways To Grow A Business.” Differentiate Your Business RSS. N.p., n.d. Web. 25 Apr. 2017.

图片提供：
1。“Emma-Watson-Burberry” by j_10suited(CC BY 2.0)通过Flickr
2.克里斯·多沃德（Chris Dorward）(CC BY 2.0)通过Flickr