L8: Acquisition & Retention Flashcards
Acquisition
Getting customers interested in the product
3 aquistion tactics
Push
Pull
Product
Push tactics
Come to the customer
E.g. write and promote content about the job you are solving (blogs, podcasts,ebooks)
Use the app marketplace
Dealsites
Reach out to the press
Pull tactics
Drag the customers to you
Diret sales
host local marketing events
Purchase adds
Strategic partnerships
Cross promote on more platforms
Product tactics
Solve a job
build refferal program
build a wait list
Freemium
Eye catching icon
Retention
Getting users to return again and again
The retention framework
Retention strategies
BM’s
Alignment criteria
Theorethical alignment
4 BM’s
Content (Netflix)
Commerce (Zalando)
Context (Momondo)
Connection (FB)
7 Retention strategies
Trust building
Community
Convinience
Free service
Individualisation
Contractual agreement
Technical integration
What are the difference of retention tactics and strategies
Tactics: When customers are on the app
Strategies: When customers are not on the app yet
Retention tactics (give 3 examples)
Be visible
Be free
Be addictive (gamification)
Offer more
Community building (Candy Crush)
Daily rewards
Push notifications
The service perspective in gamification
Customers are seen as co-producers
value in use
CX in focus
