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The McKinsey Quarterly@Forbes.com
Customer Retention Is Not Enough Every company knows that it costs far less to hold on to a customer than to acquire a new one. That's why customer retention has become the Holy Grail in industries ranging from airlines to wireless.
McKinsey's recent two-year study of the attitudes of 1,200 households toward companies in 16 industries shows that focusing on smaller changes in customer spending can have as much as ten times more value than concentrating on defections alone. From The McKinsey Quarterly, 2002, Number 2 More From The McKinsey Quarterly
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