University of Worcester Worcester Research and Publications

It’s Cheaper than Acquiring New Ones: Retaining Members to Your Service

Watts, Helen (2016) It’s Cheaper than Acquiring New Ones: Retaining Members to Your Service. Consumer Commerce Newsletter.

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The benefits of retention are well known: it’s cheaper and easier to retain existing customers than it is to try to acquire new ones. Secondly, retained customers play a vital role in the acquisition of new customers through word-of-mouth. Thirdly, retained customers have a higher monetary value, due to being more susceptible to cross-selling initiatives.

So, retention is important. But, it’s difficult to achieve, especially for membership organisations. Numerous organisations work on a membership-based business model, such as health clubs, trade unions, charities and even professional associations. Often, recruiting and retaining members is fundamental to the success of these enterprises which rely on membership fees as their primary revenue stream.

Item Type: Article
Additional Information:

The full-text can be accessed via the official URL.

Uncontrolled Discrete Keywords: retention, retained customers, new customers, service organisations
Subjects: H Social Sciences > H Social Sciences (General)
H Social Sciences > HF Commerce
Divisions: College of Business, Psychology and Sport > Worcester Business School
Related URLs:
Depositing User: Helen Watts
Date Deposited: 15 Sep 2016 13:59
Last Modified: 17 Jun 2020 17:13

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