Akquisition (EN)

Definition

Acquisition refers to the systematic attempt by a company to win new customers. It is an active sales strategy that aims to expand the customer base and open up new markets. In contrast to customer retention, acquisition focuses on acquiring new customers rather than maintaining existing customer relationships.

Customer Acquisition Process

flowchart TD     A[Zielgruppenanalyse] --> B[Kanalauswahl]     B --> C[Kampagnenplanung]     C --> D[Kontaktaufnahme]     D --> E[Leadgenerierung]     E --> F[Leadqualifikation]     F --> G[Kundenabschluss]     G --> H[Onboarding] 

In Context

• Typically used together with Lead Management, Customer Relationship Management (CRM) and Marketing Automation
• Related to: Customer retention, Lead generation, Sales strategy
• Example use: Online advertising campaigns to acquire new e-commerce customers