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features that you can connect directly to a goal the customer would like to accomplish right now. Retention attributes are features that aren’t as important when a customer is making an initial purchase decision, but are very important when it comes time to renew. These include how easy it is to do business with a company and the quality of customer support.
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April Dunford (Obviously Awesome: How to Nail Product Positioning so Customers Get It, Buy It, Love It)