Value After the Sale: Growing Revenue Through Customer Retention

Acquisition gets attention because new customers are easy to count. Yet durable growth often depends on what happens after the first purchase. This book explains customer lifetime value as a practical management tool rather than a finance formula. It covers onboarding, activation, repeat purchase, service quality, expansion, churn, cohort analysis, and retention economics. Readers learn how to identify valuable customer behaviors, compare acquisition spending with long-term contribution, and improve the moments that shape loyalty. The focus is a healthier growth model where revenue comes from continuing usefulness, not an endless search for replacements.