an enterprise in regard to retention or acquisition of customers is highly influenced by market trends and the interaction and relationship between that enterprise and its customers. The evolution of firm-customer relations have made companies more persistent on acquiring new customers than they pursue customer retention. This has come at a time when companies face industrial and informational change, thus the need to diversify their customer base. Essentially, acquisition of customers provides for this need effectively and efficiently.
Market competition is another critical factor that makes companies persistent on acquiring new customers. Customer-driven competition requires that companies align their view of the customer with all the underlying business functions, thus becoming customer-strategy enterprises (Peppers and Martha 32). The ultimate objective is to enhance the realization of enterprise profitability while ensuring that the diverse and dynamic customer interests are met. Changing the new-customer-acquisition course would be influenced by a redirection of priority to retention when it comes to growing customer base