Forrester sorts brands into four groups by how well they attract new customers and keep them satisfied
Forrester's new report offers a playbook for revenue growth whichever group a brand falls into; the details are available to Forrester clients.
What's happening
A new Forrester report introduced on Forrester Blogs sorts brands into four groups: leading, churning, plateauing and lagging. Churning brands attract new customers but disappoint them; they can't keep them long enough to recoup what they spent to win them. The report advises these brands to shift emphasis to a better customer experience before spending more on awareness-building marketing.
Whose desk it lands on
The executive responsible for customer experience. As the budget for acquiring new customers grows, is anyone measuring whether those customers stay long enough for that spending to pay off?
Our view
The CX Brief's interpretation, not a claim made by the source.
Forrester's grid ties growth to measuring two strengths together: attracting new customers and satisfying the ones you attract. The sequence it recommends for churning brands follows from this; at a brand that can't keep the customers it wins, extra marketing budget becomes acquisition spending that never pays off.
