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The perfect start

by Marzia Aricò

On average, 80% of the business of an organization comes from existing customers. Nonetheless, many organizations invest substantially more in customer acquisition than in retention. The retention of a customer is highly dependent on his or her initial encounters with the service. In fact, among the customers who defect to another service provider, a third of them are prompted by disappointing initial encounters. From the moment of purchase intent to the setup and use of the service, the initial experience influences how customers view your organization and determines their future relationship with you.

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Anne van Lieren Lead Service Designer

I am a lead service designer and a researcher with a strong interest in human behaviour and user research. I work on the crossroads of service design, human behaviour and business to create meaningful customer experiences that deliver value to both the customer and business.

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