Customer acquisition
Customer acquisition attracts suitable prospects and converts them into customers. Activities can include research, communication, distribution partnerships, trial or onboarding, depending on the offer. Assessment should consider the quality and cost of relationships created rather than merely views, clicks or enquiries. New customers need not produce immediate profit, and acquisition should connect with continuing service and retention.
Worked example
A campaign costs $2,000 and creates twenty new customers. In a simple measure using only those stated acquisition costs, cost per acquired customer is $100; expected value still depends on later margins and behaviour.
Common mistake
Do not count every enquiry as a customer or compare a narrow campaign cost with another measure including wider acquisition resources without explaining the basis.
Where it appears in your exams
| Qualification | Exam | Relationship | Period |
|---|---|---|---|
| ACCA | SBL | Direct | September 2026–June 2027 |