Colin Lewis: Just because brands can doesn’t mean they should

It costs more to acquire customers than to keep them. So driving loyalty makes sense as it drives profit. You don’t have to spend time and resources going out and finding new clients — you just have to keep the ones you have happy. And there is tonnes of data to back this up: research done by Frederick Reichheld of Bain & Company (creator of net promoter score) shows increasing customer retention rates by 5% increases profits by 25%.
So, why then do so many brands have a deliber