Retain customers and grow your business with our retention guide

Your companion to creating a customer retention plan

Integrated Lifecycle Marketing Toolkit
This guide is part of a Toolkit with 8 other resources. Find out more?

Customer Retention Planning Guide

 Look Inside

How will this guide to customer retention and growth help me and my business?

We think customer retention doesn’t get enough attention. Here are three cold, hard facts we present at the start of our retention guide explaining why customer retention is so important:

  • It is 5-7 times more expensive to acquire a new customer than to keep an old one
  • It costs a company $234 every time they lose a customer
  • Loyal customers are worth up to 10 times as much as their first purchase

Given these facts it makes sense you have a proactive, well-planned approach to customer retention and growth, yet many businesses don’t. In this guide E-CRM specialist Andrew Campbell explains how to create a customer retention strategy using a range of frameworks and examples.

About the Customer Retention Planning Guide

About the author

eCRM and Social CRM consultant, Andrew Campbell produced this guide.

What does the retention guide include?

This guide is structured around 7 Steps as with our other guides to key digital marketing activities:

  • 1. Review effectiveness of current retention programme
  • 2. Define customer retention strategy
  • 3. Design customer communications programmes
  • 4. Deliver personalised experiences
  • 5. Deliver seamless, multichannel experiences
  • 6. Unlock the power of content
  • 7.  Align organisation and technology

Each section includes best practice tips and strategy recommendations plus frameworks to help you structure your plans, for example:

  • Retention Roadmap
  • Retention Opportunity Grid
  • Customer Journey Analysis
  • Groundswell social media interaction model

In this guide E-CRM specialist Andrew Campbell explains how to create a customer retention strategy using a range of frameworks and examples.

Look Inside the Customer Retention Planning Guide

Warning: Beware of other resources that you can't apply to YOUR business

Like all Smart Insights' resources, our Customer Retention Planning Guide includes our "practical" promise to you: Unlike other sites—that just give you research—we only deal in practical, actionable, insight-driven resources that you can use to guarantee success on your projects TODAY.

Guaranteed to digitally transform your organisation

Actionable digital marketing advice, resources and training guaranteed to digitally transform your organisation.


I recently completed the RACE Digital Strategy Course. It was brilliant, and the 7-Steps guides are excellent resources, too. Thanks for providing such a fantastic collection.

Translated complex digital marketing channels into easy-to-understand concepts

Translates complex digital marketing channels into easy-to-understand concepts. Constantly updated with new insights that will help whether you own your own business or work for a large corporation.

Integrated Lifecycle Marketing Toolkit

The Customer Retention Planning Guide is part of Smart Insights Integrated Lifecycle Marketing Toolkit. With a Smart Insights membership you gain access to, not only this guide, but also the 8 other resources in the toolkit.

..but that’s not all. With Business Membership you also gain access to 20 other Toolkits containing 150+ other resources, all available to you. All toolkits are designed to be super- actionable, to help you:

  • Plan - Create a structured plan and roadmap by reviewing your current weaknesses and the opportunities to boost online leads and sales
  • Manage - Review your marketing activities, so that you know where to focus to get the Quick Wins which will make the biggest difference
  • Optimise - Learn the best practices and success factors to help you compete to get better results

So why wait? Get instant access to this guide and see for yourself how easy it is to take your digital marketing—and your career—to the next level with our Toolkits

Learn more about the Integrated Lifecycle Marketing Toolkit


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