What does "customer acquisition" refer to?

Customer acquisition refers specifically to the process of attracting and converting new customers into paying clients or users. This involves identifying potential customers, engaging them through various marketing strategies, and converting their interest into actual sales. Successful customer acquisition is crucial for business growth and often involves techniques such as digital marketing, advertising campaigns, lead generation, and promotional offers aimed at enticing new clients.

The emphasis on new customers makes this process distinct from customer retention strategies, which focus on maintaining and nurturing existing customer relationships. Therefore, while retaining current customers is essential for overall business health, it does not fall under the definition of customer acquisition. Additionally, maximizing customer lifetime value pertains to getting the most out of existing customers over time, while the analysis of customer satisfaction surveys deals with understanding customers' feelings and experiences rather than acquiring new ones.