Gartner Research

Market Trends: Top CSP Strategies to Improve Customer Retention

Published: 23 April 2015

ID: G00272584

Analyst(s): Rishi Tejpal, Monica Zlotogorski


Market saturation and the move toward business digitalization are driving CSPs to shift strategic marketing focus from customer acquisition to retention. CSP marketing and customer retention managers should implement segment-explicit strategies with a user-specific approach in mind.

Table Of Contents


Market Trend

  • Rationale for Implementing Customer Retention Strategies and Drivers Impacting Churn
  • Importance of Loyalty Programs Increasing in CSP Customer Retention Strategies
  • CSPs Offer Exclusive Content/Services as Competitive Differentiator to Retain Customers
  • Contextual Offers and Personalized/Flexible Services Add Value to CSP Retention Strategies

Vendors to Watch

  • Appendix

Gartner Recommended Reading

©2020 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. and its affiliates. This publication may not be reproduced or distributed in any form without Gartner’s prior written permission. It consists of the opinions of Gartner’s research organization, which should not be construed as statements of fact. While the information contained in this publication has been obtained from sources believed to be reliable, Gartner disclaims all warranties as to the accuracy, completeness or adequacy of such information. Although Gartner research may address legal and financial issues, Gartner does not provide legal or investment advice and its research should not be construed or used as such. Your access and use of this publication are governed by Gartner’s Usage Policy. Gartner prides itself on its reputation for independence and objectivity. Its research is produced independently by its research organization without input or influence from any third party. For further information, see Guiding Principles on Independence and Objectivity.

Already have a Gartner Account?

Purchase this Document

To purchase this document, you will need to register or sign in above

Become a client

Learn how to access this content as a Gartner client.