Dr Byron Sharp Professor of Marketing Science Director I was born and raised on a farm in beautiful, New Zealand. Educated at Clevedon Primary School, Papakura High School, followed by marketing degrees at,, and Adelaide University. I live in Adelaide South Australia, traveling to Europe and the USA 5 or so times a year.

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A 5% drop in customer defections does not lead to 80%+ increase in profits. And changing customer retention rates is not cheaper than improving customer acquisition.

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