A Economia da Retenção de Clientes: Uma Análise Comparativa com a Aquisição de Novos Clientes em Customer Success

Abstract

This study to compare customer retention and acquisition strategies, focusing on how these practices are integrated and optimized within the context of Customer Success (CS). To achieve this goal, the following specific objectives were established: analyze the main benefits and challenges associated with customer retention compared to the acquisition of new customers; assess the financial impact of each strategy in terms of ROI and CLV; and identify best practices for integrating retention and acquisition strategies within companies using CRM and CS tools. The methodological approach included a narrative literature review, providing a comprehensive analysis of current practices and theories related to the topic. Moreover, the study examined academic and business sources to deliver a complete view of the advantages and challenges of retention and acquisition strategies. The results highlighted that while retention offers greater cost efficiency and higher ROI, acquisition is essential for expanding the customer base. Finally, it was concluded that companies that strategically balance retention and acquisition, supported by technology, are more likely to achieve long-term competitiveness and sustainable growth.