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Customer Retention! The Key to Business Growth
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Customer Retention! The Key to Business Growth


Knowing your customer, Doing a regular follow-up, Interacting with them, Offering them the best most importantly simplifying work to get the best output....

Knowing your customer, Doing a regular follow-up, Interacting with them, Offering them the best most importantly simplifying work to get the best output....

Published in Real Estate , Business , Education
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  • 2. WHY RETAIN CUSTOMER? • Pricing • Failed Service • Not Comfortable/ Convinient • Invounteer switching • Competition • Ethical Concerns • Other Factors
  • 3. Key to customer retention is customer satisfaction • Stay loyal longer • Talk favorably about organization • Pay less attention to competition • Are less price sensitive • Offer service ideas to organization • Cost less to serve than new customers
  • 4. Customer Retention in Service companies • Retain best personnel to win and keep good customers • Have loyal employee base • A typical company has customer defection rate of 10-30% per year • Raising retention rate by 5% can increase value of an average customer lifetime by 25%
  • 5. Customer Retention Tactics – Image Promotion • Community service • Direct mail • Educational offerings • Integrated marketing communications • Newsletters • Regular customer contact • Website Service Quality
  • 6. Customer Retention Tactics – Service Quality • Continuous quality initiatives • Convenience • Mystery shopping • Customer representatives/ ombudsman • Smile • Treat customers as family
  • 7. Customer Retention Tactics – Research • Analyze defection rates/reasons • Classify customers by usage • Satisfaction • Loyalty • Develop targeted retention programs.
  • 8. Customer Retention Tactics – Internal Marketing • Loyalty task force • Prepare “solutions” to recurring problems • Share appropriate customer data with staff • Reward customer care person of the month. • Publicize customer care person of the month.
  • 9. Customer Retention Tactics – Customer Centered • “Dialogue” marketing • Customer bill of rights • Customer care councils • Understand customer expectations
  • 10. Customer Value Customer value is built through the proper mix of SQIP – Service Quality Image Price Elements that attract and keep customers!
  • 11. Customer Satisfaction, Loyalty & Retention Model
  • 12. Sequence In Retention Process • Exploring • Evaluating • Establishing Strategies • Examining Feedback
  • 13. B uyer or T ry-er • A 1-time buyer is really a try-er , rather than a customer • To move beyond transaction stage, your experiences must meet or exceed expectations • Repeat incidents of high satisfaction are sought through - utilization of relationship marketing strategies, leading to great customer loyalty
  • 14. Classification – Customer Segments
  • 15. Loyalty Building Strategies • Participate in customers events • Hold retreat to share best practices • Invite customers to seminars • Set up customer advisory council • Develop a preferred-customer strategy • Reward customers for referring • Develop business plans with key ones • Partner with key industry research
  • 16. 9 Effective Approaches for Enhancing Retention 1. Build a customer database/marketing information system 2. Design ongoing customer programs - continuity and loyalty-based initiatives 3. Offer long term services - membership/subscription programs 4. Custom promotion - use reminder advertising and press releases
  • 17. 9 Effective Approaches for Enhancing Retention 5. Focus on key accounts and heavy users 6. Use newsletters/informational materials to stay in touch with infrequent customers 7. Attend trade shows 8. Research customers needs and wants 9. Welcome suggestions and complaints
  • 18. 7 Criteria for Selecting CR Approach 1. Efficiency - low cost 2. Effectiveness - likelihood to succeed 3. Adaptability - strategic fit with culture 4. Consistency - works well with marketing plan 5. Competitive advantage 6. Ease of implementation 7. Projected profitability
  • 19. Happy Customer Retention to all!