Customer engagement is no longer a “one size fits all” marketing strategy, but it’s surprising to see how many professionals still fail to adjust to this evolution.

In this environment, continuously acquiring new customers is more costly and unreliable, which is why customer retention is now a priority.

In theory, customer retention should be simple and based on doing right by customers. But, this focus has been lost. The brands that know their customers well are those performing well. New, mystifying technologies and consultants are not always the answer to this problem. However, a focus on customer retention can help. Here’s how:

1. Build loyalty

Customer loyalty is, at its core, about retention, not acquisition. A loyal customer, by definition returns to a brand, leading to increased lifetime value and long-term relationships.

2. Personalize experiences

Customer retention builds deeper relationships, allowing marketers to understand exactly what customers like and dislike. While acquisition can sometimes lead to quick, short-term growth, it doesn’t easily lead to insights that drive meaningful experiences.

3. Generate trust

Customers are more likely to engage with brands that already inspire strong affinity. Some leading marketers believe customer retention begins with establishing trust through quality products and personalized experiences, while many of the ephemeral aspects of acquisition marketing fade.

4. Establish alignment

Customers return because they know what to expect and like what they get. This requires a consistent internal vision and the ability to mitigate outside influences claiming to be an end-all solution. Brands must look inward to design the simplicity that consumers crave.