Behavioral Science in Customer Acquisition & Retention
Customer acquisition and retention strategies are often built to meet what customers say they need, want, or plan to do. This works some of the time but often the impact is short-lived. Why don’t the so-called “traditional approaches” work 100% of the time? What is the gap, and how can we close it? Customer preferences and intentions are often poor predictors of customer behaviors. People often do not know what they need and are influenced by many factors ‘in the moment’, and so they act differently than they expect.