FirstPerspective • September/October 2005

September/October 2005

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The customer

is always first

Putting patients first

YOU’VE HEARD IT ALL BEFORE.
Acquiring a customer is five times more expensive than keeping an existing customer. It costs more to service a new customer than an old one. Raising customer retention rates by just 5 percent could increase lifetime value by 25 to 100 percent.

Though marketing budgets tend to favor acquisition, few marketers would disagree that retention spending is also necessary. No matter what your objective is — increasing profitability, growing market share, selling more product — you’ll need a strong base of existing customers to build upon. The question is not why to invest in customer retention, but how to do so effectively.


Company Cablevision Systems Corp., serving over 3 million subscriber households in the New York metro area.	Consumers today have higher expectations of their healthcare providers — and they have plenty of reasons to be less forgiving.	E-mail marketers are missing opportunities to build relationships through relevant e-mail messaging, according to a recent report ...	Find out what’s going on in leading markets, from automotive, banking, travel, pharmaceutical, managed care and others.

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