Customer retention versus customer acquisition. How to make both work for you without neglecting
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Speaker : JONAS ADORO
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When : Wednesday, September 17, 2025
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Time : 01 : 00 PM EST
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Jonas Adoro Finance Executive, Mentor and Business Coach, Entrepreneurship Strategist and CX Speaker.
With over 27 years of experience in retail and business banking, Jonas Adoro is more than a finance executive; he is a catalyst for growth, a champion of people, and a visionary leader ready to make a significant impact. He is a business coach, strategist, and mentor passionate about unlocking potential and driving peak performance in others. A seasoned business leader, Jonas has carved out a reputation for driving transformation, managing risk, and fostering high-performance teams across South Africa’s banking sector.
From the
ground up, Jonas has built a career marked by consistent growth and
diverse expertise. He has held key leadership positions in major
financial institutions, including Standard Bank, ABSA, and Nedbank,
where he orchestrated game-changing strategies in business growth, risk
management, and customer experience. Currently serving as Managing
Director of Oroda Business Consultants, he champions entrepreneurial
excellence while also leading as a Regional Client Experience Manager at
Standard Bank, ensuring world-class service delivery.
Passionate
about mentorship and coaching, Jonas is committed to developing the
next generation of financial professionals and entrepreneurs. His
leadership extends beyond the boardroom—his impact was recognized when
he won 3rd Prize in the International Labour Organization’s (ILO) Social
Enterprise Skills Award in 2014, marking his contribution to job
creation challenges.
A graduate with a
Bachelor in Management Leadership (BML) from the University of the Free
State Business School, Jonas further honed his expertise through an
Advanced Certificate in Management Practice (ACMP) from Henley Business
School and a Postgraduate Diploma in Business Administration (PGDBA)
from Tsiba Business School. Currently, as he embarks on a Master of
Management in Entrepreneurship and New Venture Creation (MMENVC) at Wits
Business School, his pursuit of knowledge exemplifies his commitment to
continual growth and innovation in the financial and entrepreneurship
realm.
Fluent in multiple South African
languages, Jonas is a versatile communicator, a profit-driven
strategist, and an influential public speaker who thrives on driving
meaningful change in the financial sector. His ability to build strong
client relationships, optimize costs, and navigate complex financial
landscapes makes him a sought-after leader in the industry.
When
Jonas isn’t transforming financial strategies or mentoring future
leaders, he’s redefining success through Oroda.Africa, an initiative
focused on business consulting and economic empowerment.
Customer acquisition and retention should work in synergy rather than in competition. Many businesses allocate significant resources to acquiring new customers but fail to nurture existing relationships. The reality is that a well-balanced strategy ensures long-term success.
Understanding Customer Acquisition:
This refers to the strategies used to attract new customers to a business. It involves lead generation, marketing campaigns, and sales tactics. A strong acquisition strategy is essential for business growth, but it comes with a high cost.
Understanding Customer Retention:
Retention focuses on keeping existing customers engaged and loyal. It involves excellent customer service, loyalty programs, personalized communication, and relationship-building. Studies indicate that repeat customers spend 67% more than new ones, making retention a profitable investment.
Why Businesses Struggle to Balance the Two:
Many companies either overspend on acquisitions or underestimate the power of retention. A misalignment can lead to:
- High customer churn rates
- Unsustainable marketing costs
- Decreased profitability despite increased sales
- Reputation damage from unsatisfied customers
How to Harmonize Acquisition and Retention:
Businesses should use data-driven strategies to strike a balance. Personalization, predictive analytics, and customer segmentation help create tailored experiences for both new and existing customers. Effective use of AI and automation can streamline efforts, reducing costs while improving engagement.
This session will present a structured model for integrating both approaches seamlessly, ensuring long-term profitability and business stability.
Areas Covered
- The difference between customer acquisition and retention
- The cost implications of acquiring vs. retaining customers
- Common mistakes businesses make in customer engagement
- How to balance marketing expenses for acquisition and retention
- Key retention strategies: loyalty programs, customer experience, and engagement
- Data-driven decision-making in acquisition and retention
- Industry case studies on effective strategies
Who Should Attend
- Chief Marketing Officers (CMOs)
- Customer Relationship Managers (CRMs)
- Business Development Executives
- Business Owners
- Entrepreneurs and Startup Founders
- Strategy and Growth Consultants
- Sales Directors and Teams
Why Should You Attend
Are you unknowingly losing customers while chasing new ones?
Is your business spending more on acquisition while neglecting loyal clients?
What if you could increase profits without increasing marketing costs?
In today's competitive business environment, companies must strike a delicate balance between customer acquisition and retention. Over-reliance on one strategy can lead to revenue instability and high churn rates. This session will reveal how to create a sustainable, scalable growth strategy that ensures consistent revenue, enhances brand loyalty, and maximizes ROI. Attendees will learn practical frameworks to optimize both customer retention and acquisition without neglecting either.
Fear:
- 65% of the company's revenue comes from existing customers, yet 44% focus primarily on acquisition.
- A 5% retention increase can boost profits by 75% - a margin most leave untapped.
- Customer churn costs U.S. businesses $1.6 trillion annually
Uncertainty:
- 68% of marketers struggle to measure retention ROI vs. acquisition's clear metrics.
- Algorithm changes constantly disrupt acquisition channels (SEO, social media).
Doubt:
- "Can we afford loyalty programs?" (Answer: Retention customers spend 67% more).
- "Will retention efforts dilute brand appeal?" (Starbucks Rewards boosted both retention and acquisition)
Attendees will learn to eliminate these risks through proven integration frameworks.
Topic Background
Customer retention and acquisition are two critical components of business growth. While acquiring new customers is essential for expanding market reach, retaining existing customers ensures long-term sustainability and profitability. Many businesses struggle to balance these priorities, often focusing heavily on one at the expense of the other. Research shows that acquiring a new customer can cost five to seven times more than retaining an existing one. Additionally, a 5% increase in customer retention can boost profits by 25% to 95%. This lesson will equip participants with strategies to harmonize both approaches effectively.
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$160.00
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