Economics & margins
Cost to acquire vs retain a customer
Acquiring a new customer is anywhere from five to 25 times more expensive than retaining an existing one.
Widely cited retention economics, applicable to appointment-based beauty businesses where repeat visits drive most revenue.
This figure is load-bearing across 25 pages on Sheen. See where, below.
Source
Where this number comes from. The end of the reference chain.
The Value of Keeping the Right Customers
Harvard Business Review/2014/article
Where this number is used
Every page on Sheen that leans on this figure. This is the point: a number is not a dead end, it is a node, and you can see exactly what it supports and follow it up the hierarchy.
AI capabilities (3)
By business type (6)
Software categories (2)
Comparisons (1)
Related numbers
Figures from economics & margins that make the same argument. Follow the evidence sideways.
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