The "Utility-First" Strategy: How to Retain Users When You Aren't a Social App
In the crowded mobile app marketplace, customer acquisition is expensive, but customer retention is the real battleground. For social media giants like TikTok or Instagram, retention is built-in; their core loop is addictive. But for the remaining 99% of businesses—banks, airlines, insurance firms, and retailers—keeping customers engaged is a monumental challenge. Users download your app, perform a specific task (check a balance, book a flight), and then close it. Weeks might pass before they