4.

Evaluation of Customer Acquisition and

Retention

Customer Acquisition (CA):
CA should more focuses on specific customer information instead of general
market information, such as focus on customer from resources, banking
sector, etc, in order to create a competitive advantage as an effective way to
grow and compete with domestic and global competitors.
Maximizing the online experience through 5 categories of customer touch
points (Paid, Social, Email, Referral, Direct)
Customer Retention (CR):
Building relationships and keeping in touch using a rolling calendar of
communications. This is a programmed sequence of letters, events, phone
calls, thank yous, special offers, follow-ups, magic moments, and cards or
notes with a personal touch etc.