Customer

Acquisition
Strategies
A firm should
focus on each stage in the customer life
cycle and develop more touch points for
expanding customer relationship
recognise and act on customers
uniqueness

A benchmark estimate of the potential
in this strategy is the Life Time value
CUSTOMER LIFE CYCLE
Stage 1: Prospects
Stage 2: First-time buyers
Stage 3: Early repeat buyers
Stage 4: Core customers,
Stage 5: Core defectors
Analytical segmentation

Response segments

Strategic segmentation

Delivered loyalty segmentation
SEGMENTATION



TARGETING
The Acquisition Tactical Management
(Actman) model helps in detecting
various elements in the customer
acquisition process

The next in the set is to compute
acquisition equity

Customer profiling is the basis of behaviour-
based relationship marketing

Major forms of profiling :
Best customer profiling
Indexing profiling
Regression scoring
Net present value of a new customer

Total new-customer investment as a percentage
of sales and profits are critical measures in
customer equity

PROFILING