If acquisition is easy, retention can be too


Peter Drucker once said the only purpose of a business is to make and keep a customer. For the past decade, software companies have been pretty good at tackling the first half of Drucker’s statement – how can we get as many customers as possible to use our product? The next ten years will be defined by the latter – now that we’ve got these customers, how the hell can we get them to stick around? Geoffrey Keating explains.


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