Is customer retention included in your marketing plans and budgets? Many companies are involving customers in 2-way conversation to build relationship strength. Trust is the #1 way to retain customers ... by preventing hassles in policies and processes ... making your company irresistible, for sustained organic growth. See https://ClearAction.com

1. Customer Retention Strategies
1
LYNN HUNSAKER
CHIEF CUSTOMER OFFICER

2. ClearAction Continuum
2© Copyright ClearAction Continuum. All rights reserved.
Why is it Hard to Retain Customers?
Value
Disappointment
Offers
Ours vs. Others Affinity
Ours vs. Others
Service
Disappointment
Product
Disappointment

3. ClearAction Continuum
3© Copyright ClearAction Continuum. All rights reserved.
Awareness  Exploration / Expansion  Commitment  Dissolution
• 4 Ps
• Branding
• Community
• Individualization
• Interactivity
Message
- Timing
- Frequency
- Content
Realities
vs.
Aspirations
Shared Interest:
- in Information
- in Activity
- from Commonality
Marketing Plan Includes Customer Retention?
Experience Spectrum
Marketing Mix

4. ClearAction Continuum
4© Copyright ClearAction Continuum. All rights reserved.
Executives Include Customer Retention?

5. ClearAction Continuum
5© Copyright ClearAction Continuum. All rights reserved.
Kimpton Hotels & Restaurants
Culture for Customer Retention

6. ClearAction Continuum
6© Copyright ClearAction Continuum. All rights reserved.
Database
Build
Volume
Build
Loyalty
Build
Loyalty
Present
Customers
Competitors’
Customers
New/Emerging
Customers
Maintain
Usage
Build
Usage
Gain
Trial
Marketing Tools Include Customer Retention?
Value
Segmentation Experience
Personas Predictive
Modeling
Awareness  Exploration / Expansion  Commitment  Dissolution

7. ClearAction Continuum
7© Copyright ClearAction Continuum. All rights reserved.
Product & Service
Quality
Leadership
Can Be Trusted
Treats Employees
Well
Priorities Reflect Trust-Builders?
#1 #2 #3
#4 Value for the money
#5 Stays within the spirit & letter of the law
#6 Strong financial future
#7 Frequent communication about the state of its business
#8 Innovates new products, services or ideas
#9 Creates & maintains local jobs
#10 Gives time, money or resources to public good
#11 Strong commitment to protect the environment -Edelman Trust Barometer

8. ClearAction Continuum
8© Copyright ClearAction Continuum. All rights reserved.
1%
Reduction
of Negative
Word-of-Mouth
1%
Increase
of Positive
Word-of-Mouth
0.41% Revenue Growth 0.14% Revenue Growth
Higher ROI by Acting on Constructive Feedback
300% ROI on reducing negative buzz
compared to increasing positive buzz
-London School of Economics
Advocacy Drives Growth study

9. ClearAction Continuum
9© Copyright ClearAction Continuum. All rights reserved.
Emphasis on Long-term Retention?
Lock-In Non-
Transferable
Equity
Technology
Passion
Resolution
Prevention

10. ClearAction Continuum
10© Copyright ClearAction Continuum. All rights reserved.
Customer Retention by Delivering Brand Promise
• Customer-
centric
• Trust
• Marketing
Plans
• Budget
• Personas
• Processes
• Policies
• Proactive
• Involvement
• Equity (non-
transferable)
Culture Tools Prevention Passion
Under-Managed

11. ClearAction Continuum
11© Copyright ClearAction Continuum. All rights reserved.
Customer Retention is Smart Business
-Aberdeen Group
2008 Customer Experience Management Study
Year-over-year increases for best-in-class, average & laggard customer experience practitioners
Best Average Laggard
Customer Retention 15% 1% 0%
Customer Satisfaction 19% 8% 3%
Profitability 8% 6% -8%

12. ClearAction Continuum
12
ClearAction Continuum
12
See the rest of this presentation in
 GETTING & KEEPING CUSTOMERS
 DRIVING GROWTH & INNOVATION
 DATA & METRICS THAT WORK
 CREATIVITY WITHIN BOUNDARIES
 DRIVING ACCOUNTABILITY & COMMITMENT
 GETTING EVERYONE ON THE SAME PAGE
Join today:
https://ClearAction.com/value-exchange
Ask for a demo:
Success@ClearAction.com

13. ClearAction ContinuumClearAction Continuum
13
Increase: Maximize: Decrease:
• Follow-through
• Ability to prioritize
• Productivity of resources
• Employee engagement
• Strategic vs. tactical work
• Resource acquisition
• Stakeholder satisfaction
• Stakeholder cooperation
• Team collaboration
• Right the first time
• Job satisfaction
• Continuity
• Project stalls
• Duplicated resources
• Redundant efforts
• Rework
• Employee turnover
• Alliance workloadAlignment (bridging silos) is the
next frontier in CX ROI
Design of ClearAction Value Exchange based on research with American Express, Aon, Apple, Ariba,
Clorox, Covidien, Eli Lilly, Global Foundries, HP, Microsoft, NVIDIA, SAP and beta-testing with many others
ClearAction Value Exchange KPIs are multipliers on your CX investments
SaaS for real-time
personalized action plans
to tackle these silos
30-minute bites
AI-curated resources
DIY and interactive
VP-level to intern-level
Shared vision
Collective capability
© 2019 ClearAction Continuum.

14. ClearAction Continuum
ClearAction Continuum closes the brand-customer gap.
ClearAction Value Exchange members in marketing
& customer experience, care & success roles access
real-time, 24x7, bite-sized personal solutions to
navigate silos for customer value performance
ClearAction Advisory clients strategically
operationalize marketing & customer experience
for scalability, resource productivity & enduring
customer value performance
1414
Customer value performance momentum
© 2019 ClearAction Continuum.
ClearAction Continuum

15. ClearAction Continuum
Ask about customer value performance momentum
ClearAction Continuum
15
DNA MASTER PLAN™
STRATEGIC RENEWAL™
CLEARACTION VALUE EXCHANGE™
DNA ACTIVATION™
MARKET RESPONSIVENESS INDEX™
DX AGILITY™
DNA TRANSFORMATION™
DX ALTITUDE™
RACE™
(RAPID ANALYTICS CUSTOMER ENVIRONMENT)
VOX MODERNIZED™
VOX ACTIONABILITY™
SHARKTΛINK™
CX growth aspirations:
 Business results via trust-building
 Consistency via silo-bridging
 All-employee engagement
 Prevention and anticipation
 CX as managerial context
 Profit impact in daily decisions
https://clearaction.com/customer-centered-business-10-keys-organic-growth/© 2019 ClearAction Continuum.
Success@ClearAction.com

16. ClearAction Continuum
16
ClearAction Continuum
We’re honored to influence these companies
PARTIAL LIST OF CLIENTS
© 2019 ClearAction Continuum.

17. ClearAction Continuum
17
ClearAction Continuum
ClearAction clients’ experiences
Because each of the ClearAction
team members managed CX in B2B
for a number of years, they provided
personal examples and practical
tools that could be implemented right
away. It was incredibly beneficial for
us to work with them for several
occasions. They elevated our
collective knowledge and helped us
achieve a higher level of CX maturity.
– A. Chu, Dir Customer Experience
ClearAction is an expert in business
operations and has been an
invaluable resource for us to learn
best-practices in many areas. They
taught us things that would not
readily cross our minds, but after they
explain, it makes total sense, and this
increased our efficiency and
accuracy in many areas. I highly
recommend ClearAction.
– K. Van Diepen, Dir Marketing Communications
ClearAction has been at the forefront
of helping companies like ours
reduce chaos, maximize resources
and achieve impactful results.
They’ve provided mission-critical
guidance to begin the process of
building a strong marketing
operations function that supports our
company’s growth, scale and
continuous improvement objectives.
– K. Chalmers, Dir Marketing Operations
© 2019 ClearAction Continuum.

18. ClearAction Continuum
Customer value performance momentum