Acquiring new customers 'a priority' for firms

Companies are focusing their efforts on securing new clients, rather than retaining existing ones.Acquisition of new customers is likely to be the main aim for businesses over the coming months, new research has suggested.

According to a study by the Marketing Society, over a quarter (28 per cent) of companies are making this their priority, putting it ahead of retaining existing clients.

This means they may have to draw up a new lead generation strategy in order to attract prospects to their products or services in the current difficult economic climate.

Using existing data to keep hold of firms was a priority for 19 per cent of organisations, the study - which was conducted in partnership with Royal Mail - revealed.

Improving their bottom line was cited as the main aim for around one-third of organisations, while eight per cent said they are hoping to build their brand awareness.

Media director at Royal Mail Mark Thomson stated: "An acquisition play is timely to springboard out of the recession and position for when consumer and business confidence returns."

The findings come after lead generation specialist Ken Thoreson told Redmond Channel Partner Online that acquiring new clients will be vital over the next few months.

He said it is "crucial" that companies look at developing new sales opportunities, as this will improve results and customer numbers and help to ensure a successful start to 2010.