Keeping current customers is generally considered to be more what than acquiring new customers?

Keeping current customers is generally considered to be more cost-effective than acquiring new customers due to several factors. Existing customers have already established a relationship with a business, which means they are familiar with the products or services offered. This familiarity often leads to repeat purchases with lower marketing costs, as companies don't need to invest as heavily in efforts to attract these customers as they would for new customers.

Retention strategies, such as loyalty programs and personalized engagement, can yield a higher return on investment because they focus on nurturing and maintaining the existing customer base. Additionally, satisfied current customers can act as advocates for the brand, leading to organic referrals that further reduce the acquisition costs associated with gaining new customers.

In contrast, acquiring new customers typically involves substantial expenses related to marketing, promotions, and potential discounts to entice them to try the products or services for the first time, making retention generally a more economically viable option.