A Native Tribe

Retain: Ongoing Communication

Once you get the right user's attention, never lose it again. Opening up a channel for ongoing communication is often at the heart of making this a reality.

Users, or customers, to whom you say the right thing at the right time will come to regard that communication as valuable. Whether it's SMS reminders or email newsletters, alerts, updates, specials or promotions, it's all about being relevant.

This kind of customer retention is often part of a broader "CRM" strategy -- however CRM programs are frequently seen as huge, costly -- and failures. Ongoing communication plans -- or digital CRM -- has humbler goals, and is within everyone's reach.