Staying in tune with what users want means more loyal customers—and more revenue for companies. Seminal research by Fred Reichheld, creator of the all-important NPS score, found that a 5% increase in customer retention can lead to a 25% to 95% increase in profits. Keeping the customers you have is all the more important when you consider the cost of acquiring new ones: Sixty-one percent of retailers in one 2022 study cited rising customer acquisition costs as one of their greatest obstacles in meeting e-commerce goals. One of the best ways to keep the customers you already have? Make sure your product does what your users want it to.
The Benefits of a Design System: Making Better Products, Faster
