The Retention Dividend by IMA Research

For years, business growth in India followed a simple script: acquire more customers, spend heavily on visibility and let scale deliver results. That model is faltering. Rising acquisition costs, proliferating consumer choice and the erosion of switching friction have upended the rules, making retention the true engine of sustainable growth. India’s shifting economics is forcing leaders to rethink the balance between acquisition and loyalty; the organisational and sectoral challenges arising from embedding retention; and the emerging models that could define the next decade of customer strategy.

The attached podcast examines the new economics of customer retention in greater detail