By Seb Joseph

Customer acquisition may be vital to all businesses but it doesn’t let a marketer see who their customers are, which is why British Gas is pinning its push for more personalised campaigns on a strategy predicated on retention.

The country’s largest utilities provider knows it can’t rely on tariffs and price cuts to woo new customers if its existing ones are going to leave. It’s tantamount to a never-ending game of whack-a-mole, where for every few hundred thousand customers it recruits in a year, more will leave (like the some 409,000 who quit the brand last year). People need more of Read full story ›

Source: The Drum