It’s no industry secret that retaining a current customer is less expensive than gaining a new one. But as consumer wants and expectations change rapidly, so too must an agency’s strategies for customer retention. It seems fairly simple enough: Know your audience and deliver a message that resonates, and provide a product or service that solves a problem or fulfills a need. But customer retention is never that simple—and it’s an ongoing process. Adweek reveals how top brands adapt their strategies to improve customer retention and engagement through news stories, case studies and tips you can use to enhance your own campaigns.