Generational loyalty: Simon Rogerson on client trust

It took 14 months for Octopus to get its first customer. He was called Mr Gower and I still remember calling up his adviser to say thank you, only working out a few hours later that telling him Mr Gower was our first-ever customer probably hadn't been my wisest move. Founders of companies think about customers in a very simple and refreshing way. They understand the stark reality that without customers there is no business. They also understand that retaining existing customers is far easier than finding new ones. It's also, according to the data, about fifteen times cheaper. The f...