Attraction, Conversion or Retention?

Most marketers spend the majority of their time and focus on 'attraction' activities. Flaging prospective customers down and drawing them in.

You can certainly use performance predictors as a magnet to attract prospective customers. For example, Flight Centre's Low Price Promise (previously framed as 'Lowest Airfares Guaranteed') has been employed very successfully as an attraction performance predictor.

Performance predictors can also positively impact conversion. For example, prestigious lawyers operate from offices with high class fit-outs to help 'justify' their fees (which assists to convert prospective clients).

Finally, existing customers can be retained with performance predictors. This one is more difficult to understand. You see, existing customers continue to evaluate and judge an organisation, even when they have become a customer (especially in the case of organisations which charge ongoing fees). For example, updates to numbers of testimonals and client success statistics are duly noted by existing customers, and encourage their ongoing patronage.