News

It’s refreshing to see a brand such as BskyB placing such emphasis on its acquisition and retention departments working closely together (Cover feature, July/August).

It should help reduce that feeling of disconnection that can occur between what a brand is saying to a prospect and what it is saying to a customer. It is a gulf that is most noticeable at the point at which you convert from being a prospect to a customer.

By putting the two departments side by side, a difference can be made. In BskyB’s case, it is placing value for money and a transparent approach at the centre of its customer strategy.

But all too often lessons from customer marketing stay in the customer team and are not used to inform the acquisition strategy. BskyB must ensure this does not happen.

Ben Stephens, Managing Partner
Stephens Francis Whitson