Dr Byron Sharp
Professor of Marketing Science
University of South Australia
Director
Ehrenberg-Bass Institute for Marketing Science
I was born and raised on a farm in beautiful Ness Valley, New Zealand. Educated at Clevedon Primary School, Papakura High School, followed by marketing degrees at Auckland University, University of South Australia, and Adelaide University.
I live in Adelaide South Australia, traveling regularly to Europe and the USA.
A 5% drop in customer defections does not lead to 80%+ increase in profitsI expose the 'research' that led to this widely quoted myth. And show that changing customer retention rates is not cheaper than improving customer acquisition. Click to read on...