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ANKIT CHAUHAN
MBA SEM4
A30101913143
strongly related to the way it services its existing customers and the reputation it creates within
and across the marketplace.
Customer retention is more than giving the customer what they expect, its about exceeding their
expectations so that they become loyal advocates for your brand. Creating customer loyalty puts
customer value rather than maximizing profits and shareholder value at the center of business
strategy. The key differentiation in a competitive environment is often the delivery of a
consistently high standard of customer service
Customer retention is on the minds of small and medium-sized businesses across the world. With
rising customer acquisition costs, businesses need to innovate and assume a proactive role in
retaining clients.
Studies from the U.S. Small Business Administration and U.S. Chamber of Commerce have
found that acquiring new customers can cost as much as five to seven times more than simply
retaining existing customers. The fact that customer profitability tends to increase over the life of
a retained customer is added incentive for businesses to allocate more resources to sharpening
their customer retention strategies.
Before I offer my nine customer retention strategies for businesses, I want to share three reasons,
identified in research, your customers may leave you.
68% leave because they are unhappy with the service they receive.
The following nine customer retention strategies will give you some inspiration and practical
examples to help you improve your customer retention rates. They address the above mentioned
problems and provide you with actionable tips you can implement today to maximize your
customer retention.
1. Set customer expectations
The first step to building better customer retention is to set client expectations early. The earlier
the better. Dont wait.
By setting expectations early and a tad lower than you can provide, you can eliminate uncertainty
as to the level of service you need to offer to ensure your clients are happy. This clear vision
enables your company to build KPIs around specific expectations and ensure you
Clients tend to remember negative experiences. So if you have over delivered on the past 20
occasions, but, once, you undelivered your client will no doubt quote that negative experience
as a reason to cancel his or her contract with you.
2. Be the expert
Small and medium-sized businesses are becoming more and more dependent on services to run
their operation. No matter what industry you occupy, if you can be the expert in your particular
field, you will likely retain more customers.
3. Build trust through relationships
As the age old saying goes, you do business with people you trust. Trust is essential in
business, and building relationships with clients will garner that trust.
Simply providing a service is no longer sufficient as competitors enter your market, you need
to start building shared values with clients and showing you take an interest in them and their
success.
This leads me to my next point, implementing a relationship marketing strategy. Relationship
marketing is a term that has popped up everywhere in the past couple of years. This is of
particular importance because you are a service-based business.
4. Implement anticipatory service
Anticipatory service is a proactive approach to customer service. Instead of waiting for
problems to occur, a company that implements anticipatory service can eliminate problems
before they happen.
Lets take a look at two examples of anticipatory service:
In both of these examples, the company is taking a proactive approach to what could become a
problem that results in a negative experience. With the airline, no one likes to arrive at the airport
and discover that the plane has been delayed for 50 minutes. Likewise, with the corporate billing
department, you dont want to be hit up for reminder invoices and late fees when these reminders
could have been sent prior to the deadline.
By being proactive you can save yourself a lot of reactive problem fixing in the long run and
build the perception that you are the type of company that consistently offers anticipatory
service with your customers.
Secondly, you need to trend feedback across a period of time. You should track feedback
survey to survey so you can see which areas have improved and which have suffered.
Thirdly, you want feedback from customer surveys to provide intelligence. You need it
to provide you with data regarding what customers are at risk, which areas of your
business need improvement, and where your strengths lie.
This feedback will help you retain clients. By understanding client feedback, you can take action
before its too late and make business decisions based on real data-driven feedback.