There Are (Almost) No Repeat Customers In Higher Ed
And Why That Should Change The Way We Value Brand
Only 1 in 3 undergraduates go on to get a master's.
And there's almost no examples of a university with more than 25% of their master's students being undergrad alums from the same institution.
The result is that less than 10% of any institution’s population is returning customers.
Meaning 90% of the students you recruit are coming to you for the very first time.
For marketers, that means that we have to think about building brand differently.
Building brand for a business that relies on 90% of its customers being first time customers means brand loyalty shouldn't just be measured by affinity rate, but rather by referral rate.
Because the value isn't in a repeat purchase, but in a single purchaser influencing the likely purchase of another.
About the Author
Seth is the founder and CEO of Kanahoma, a San Diego-based performance marketing agency on a mission to build a better agency for organizations building a better world.
You can learn more about who we are and what we do at www.Kanahoma.com.