Key Insights
Essential data points from our research
Acquiring a new customer is anywhere from 5 to 25 times more expensive than retaining an existing one
Increasing customer retention rates by 5% increases profits by 25% to 95%
The success rate of selling to an existing customer is 60-70%, while the success rate of selling to a new customer is 5-20%
92% of consumers trust recommendations from friends and family above all other forms of advertising
Customers referred by other customers have a 37% higher retention rate
81% of consumers say trust is a deciding factor in their buying decision
Existing customers spend 31% more compared to new customers
The top 10% of your loyal customers spend 3x more per order than the lower 90%
80% of your future revenue will come from just 20% of your current customers
80% of consumers are more likely to make a purchase when brands offer personalized experiences
86% of buyers are willing to pay more for a great customer experience
71% of consumers feel frustrated when a shopping experience is impersonal
67% of marketing leaders use a Customer Data Platform (CDP) to drive customer marketing/retention
High-performing marketing teams are 1.5x more likely to use AI for customer segmentation
For every $1 spent on email marketing, the average ROI is $36
Customer Experience & Personalization
- 180% of consumers are more likely to make a purchase when brands offer personalized experiences
- 286% of buyers are willing to pay more for a great customer experience
- 371% of consumers feel frustrated when a shopping experience is impersonal
- 466% of customers expect companies to understand their unique needs and expectations
- 532% of customers will walk away from a brand they love after just one bad experience
- 691% of consumers are more likely to shop with brands who recognize, remember, and provide relevant offers and recommendations
- 754% of customers say companies need to transform how they engage with them
- 890% of customers rate an "immediate" response as essential or very important when they have a customer service question
- 972% of customers say they only engage with marketing messages that are customized to their specific interests
- 1070% of consumers say that a company’s understanding of their individual needs influences their loyalty
- 11Experience-driven businesses see over 1.5x higher year-over-year growth in customer retention
- 1284% of customers say being treated like a person, not a number, is very important to winning their business
- 1349% of buyers have made impulse purchases after receiving a more personalized experience
- 1463% of consumers say they’d think more positively of a brand if it gave them content that was more valuable, interesting, or relevant
- 1559% of consumers say that personalization influences their shopping decision
- 1688% of marketers say their customers expect a personalized experience
- 1770% of the buying experience is based on how the customer feels they are being treated
- 1890% of consumers expect the customer experience to be consistent across all channels and devices
- 19Companies with a customer experience mindset drive revenue 4-8% higher than the rest of their industries
- 2072% of consumers say that they would share a positive experience with 6 or more people
Interpretation
Personalized, consistent, and immediate experiences are the new price of admission: brands that remember and treat customers like people win more purchases, loyalty, referrals and revenue, while impersonal or inconsistent moments frustrate buyers and can cost you a customer after just one bad interaction.
Customer Retention & Churn
- 1Acquiring a new customer is anywhere from 5 to 25 times more expensive than retaining an existing one
- 2Increasing customer retention rates by 5% increases profits by 25% to 95%
- 3The success rate of selling to an existing customer is 60-70%, while the success rate of selling to a new customer is 5-20%
- 444% of companies have a greater focus on customer acquisition vs 18% that focus on retention
- 582% of companies agree that retention is cheaper than acquisition
- 6A 2% increase in customer retention has the same effect as decreasing costs by 10%
- 767% of customers cite bad experiences as a reason for churn, but only 1 out of 26 unhappy customers complain
- 868% of customers leave a business because they believe the business does not care about them
- 9U.S. companies lose $136.8 billion per year due to avoidable consumer switching
- 1091% of customers who are unhappy with a brand will just leave without complaining
- 11The average churn rate for SaaS companies is around 5% to 7% annually
- 1228% of consumers say they have stopped doing business with a brand due to prolonged wait times
- 13Customers who have a rate of complaint resolution of 90-100% have a renewal rate of 80-90%
- 1430% of customers will switch companies after a single bad experience
- 15B2B companies with a high customer-centric maturity are 2.5x more likely to increase customer retention
- 16Retaining customers allows companies to avoid the costs of setting up new accounts and conducting credit checks
- 1756% of customers who feel a personal connection to a brand say they will buy from that brand again
- 18Reducing churn by 5% can increase valuation by 15-20% for subscription businesses
- 1977% of consumers say they have held a subscription for a year or more showing the power of subscription retention
- 2046% of consumers will abandon a brand if the employees are not knowledgeable
Interpretation
If you still treat customer acquisition as the main game, these statistics should make you reconsider: acquiring a customer can cost 5 to 25 times more than retaining one, a 5% lift in retention can boost profits 25% to 95%, selling to existing customers succeeds 60% to 70% of the time versus 5% to 20% for new prospects, yet 44% of companies still prioritize acquisition while customers quietly leave over bad experiences, long waits, or feeling uncared for, costing U.S. firms $136.8 billion a year and eroding subscription value, renewal rates, and long term growth.
Loyalty & Advocacy
- 192% of consumers trust recommendations from friends and family above all other forms of advertising
- 2Customers referred by other customers have a 37% higher retention rate
- 381% of consumers say trust is a deciding factor in their buying decision
- 4Loyalty leaders grow revenues roughly 2.5 times as fast as their industry peers
- 575% of consumers say they favor companies that offer rewards
- 673% of consumers are more likely to recommend a brand with a good loyalty program
- 7User-generated content (UGC) is 2.4 times more likely to be viewed by consumers as authentic compared to brand-created content
- 879% of people say UGC highly impacts their purchasing decisions
- 9Advocates are 2-3 times more effective than non-advocates in persuading others to buy
- 1087% of B2B buyers give more credence to vendor content that is shared by an influencer in their network
- 11Companies with high Net Promoter Scores (NPS) grow 2x faster than their competitors
- 1260% of loyal customers will tell their friends and families about a brand they like
- 13Customers who are emotionally engaged are 52% more valuable than those who are just highly satisfied
- 1457% of consumers spend more on brands to which they are loyal
- 1576% of customers say they view customer service as the true test of how much a company values them
- 1695% of loyalty program members want to engage with their brand’s program through new and emerging technologies
- 17B2B buyers are 5x more likely to engage with a sales professional who provides new insights about their business through referral networks
- 1883% of consumers are willing to refer after a positive experience—yet only 29% actually do
- 19Referred customers have a 16% higher lifetime value than non-referred customers
- 2086% of loyal customers will recommend a brand to others
Interpretation
These statistics prove that word of mouth is the new currency: by turning satisfied customers into emotionally engaged advocates who embrace new technologies through authentic user-generated content, generous rewards and standout service, companies boost referrals, retention, lifetime value and revenue growth in both B2C and B2B, yet most brands still fail to capture the referrals they could.
Marketing Strategy & Data
- 167% of marketing leaders use a Customer Data Platform (CDP) to drive customer marketing/retention
- 2High-performing marketing teams are 1.5x more likely to use AI for customer segmentation
- 3For every $1 spent on email marketing, the average ROI is $36
- 4Companies with the strongest omnichannel customer engagement strategies retain an average of 89% of their customers
- 528% of marketers have reduced their advertising budget to fund more digital customer marketing initiatives
- 660% of marketers say their customer acquisition cost (CAC) has increased in the past three years, making data-driven retention key
- 761% of marketers say that AI is the most important aspect of their data strategy
- 878% of marketers have seen an increase in customer engagement after using date-driven personalization
- 9Marketers who use segmented campaigns note as much as a 760% increase in revenue
- 1033% of elite marketers say having the right technologies for data collection and analysis is the most useful in understanding customers
- 1187% of marketers consider data the most underutilized asset at their marketing organization
- 1264% of marketing executives "strongly agree" that data-driven marketing is crucial in the economy
- 13Automated emails generate 320% more revenue than non-automated emails
- 14Mobile marketing drives 40% of revenue in leading B2B organizations
- 1593% of B2B marketers utilize email to distribute content to existing customers
- 1672% of organizations believe data analysis helps specifically in improving the customer experience
- 1740% of marketers say proving the ROI of their marketing activities is their top challenge
- 1863% of marketers are increasing their spending on technology for customer retention
- 19Predictive analytics use in marketing has grown by 15% year over year for customer modeling
- 2053% of marketers say a lack of data quality is the biggest barrier to customer marketing success
Interpretation
Taken together, these statistics make one thing clear: marketers who turn customer data into action with CDPs, AI-driven segmentation, predictive analytics, and automated omnichannel campaigns reap massive rewards, with email alone returning about $36 for every dollar and automated programs generating 320 percent more revenue, while those who underuse data, struggle with poor data quality, or fail to prove ROI will watch rising acquisition costs and shrinking ad budgets erode growth.
Revenue, Upsell & CLV
- 1Existing customers spend 31% more compared to new customers
- 2The top 10% of your loyal customers spend 3x more per order than the lower 90%
- 380% of your future revenue will come from just 20% of your current customers
- 4Repeat customers generate 3-7 times higher revenue per visit than first-time visitors
- 5Upselling contributes to over 4% of total sales for e-commerce companies on average
- 6Cross-selling and upselling techniques can increase revenue by 10-30%
- 772% of salespeople who upsell say it drives up to 30% of their revenue
- 8Companies that prioritize customer experience generate 60% higher profits than their competitors
- 9A 7% increase in brand loyalty leads to an 85% increase in customer lifetime value
- 1040% of ecommerce revenue comes from repeat customers, who represent only 8% of site visitors
- 11B2B companies realize 90% of customer lifetime value after the initial sale
- 1235% of Amazon's revenue is generated by its recommendation engine (cross-sell/upsell)
- 13Fully connected customers are 52% more valuable, on average, than those who are just highly satisfied
- 14Businesses with a 40%+ repeat customer rate have 50% higher revenue
- 1534% of consumers will spend more on a brand that offers a personalized experience
- 16B2B cross-sell revenue is 30% cheaper to acquire than new logo revenue
- 17Account expansion (upsell/cross-sell) is the #1 driver of net revenue retention for SaaS
- 18Highly engaged customers buy 90% more frequently and spend 60% more per transaction
- 1947% of buyers want to be nurtured with relevant added-value insights before an upsell attempt
- 2037% of marketing professionals say that increasing customer lifetime value is a top objective
Interpretation
Think of your business as a bell curve: a small, loyal, fully connected slice of customers nurtured with personalized experiences, timely recommendations, and savvy upsell and cross-sell plays spends far more, drives the lion’s share of future revenue at a lower acquisition cost, and boosts profits far more efficiently than chasing first-time buyers, so prioritize customer experience, engagement, and account expansion for disproportionate returns.
