Factor 9

This morning on Business News Radio the regular friday-columnist Eugene Roorda had an interesting subject: the effort of keeping customers with a certain brand/company versus attracting new customers towards said brand/company. Apparently the Tijdschrift voor Marketing has conducted a survey in which it is concluded that “it takes nine times as much effort to gain a new customer than it is to keep one”. The keyword here being brand-loyalty by the way.

The column of Eugene can be had here, the article of the Magazine for Marketing is here (both in Dutch btw).

Makes you wonder: what if you replace brand by company, and customer by employee. And what if you invest part of that factor nine in internal PR and companyloyalty (as opposed to brandloyalty).

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