I've been spending a few working hours (and a few non-working) thinking through Retention and Customer Loyalty, primarily from an on-line, B2C business focus.
One of my favorite conundrums: When do you acquire a customer?
Turns out this is a tough one to answer, primarily because of the proliferation of the free trial offer, in whatever form that takes. Most will say that the answer is after the trial, when a customer puts their credit card number into your system for a purchase. Certainly, Finance-types will agree with that one, an item of value has been given and another item of value has been accepted in return; the classic definition of a transaction.
Or is it after they've crossed the bridge using your product and are so in love with it that they recommended your product to someone else? And how do you measure that?