Consumer expectations have shifted. Digital-first brands are now the leaders in creating valuable experiences. Thoughtful, meaningful engagement is a more effective strategy than persistent, irrelevant campaigns.

1. YOU’RE
WELCOME

2. Making Customer
Retention your
Strategy for
Hyper-Growth

3. Meet the Presenters
Henry Tabansi
Product Specialist,
Abraham Ojes
Product Manager,
Zend Labs
Ayoola Ogunyomi
Business Strategist,

4. Tracksend is Nigeria’s foremost
marketing automation and data
company with Headquarters in Lagos.
Tracksend optimizes messaging
channels like SMS, RCS, Messenger and
Whatsapp to grow customer
engagement and revenue for B2C
brands.
Meet TRACKSEND

5. SMS, Whatsapp, RCS
and FB have up to
4 times more open
rate than email
We Know

6. 50% of customers leave due to lack of
engagement
90% of 5 million customers became
inactive due to ineffective channels
( Head of Marketing, Fintech Company)
( 2018 freshdesk)
We Know

7. Top trends with high impact for growth for
companies from 2018-2023 will be :
1. The Millennial Effect
2. Digital Intimacy
3. Explosion of Small Brands
We Know

8. Tracksend provides a SaaS platform that enables B2C
marketing team to:
● Better personalize and measure customer
engagement on mobile messaging channels
● Increase revenue with better re-targeting and data
● Increase retention with data from customer
feedback and rewards program

9. Increase in event
attendance
Messaging Campaign
Automation and
Analytics
Wimbiz
Social Business
● Deep tracking
● Segmentation/ Personalization
● Performance metrics
● Re-targeting
We have helped

10. ● Deep tracking
● Segmentation/Personalization
● Performance metrics
● Re-targeting
Increase in drug
purchase and
activation
attendance
Messaging Campaign
Automation and
Analytics
Medplus-
retail
We have helped

11. Automating
Campaigns
We grow client revenue and engagement using mobile messaging
and data the smart way. We do this by:
Measuring
Engagement
Optimizing
Campaigns
Re-targeting
Customers
CUSTOMER FEEDBACK
CAMPAIGNS
CUSTOMER ENGAGEMENT
CAMPAIGN
● Build brand recognition
● Create a personalized experience
● Reduced Churn Rate
● Increase ROI
● Win back lost customers

12. Session One

13. Customer
Retention
Strategy for
Hyper-Growth
By Ayoola Ogunyomi
Business Strategist - DDC
Co-Founder - Apartee

14. Hello!
I am Ayoola Ogunyomi
I help brands develop innovative marketing communication & growth
strategies via identifying unique & cross-selling opportunities within its new
& existing regions using data to interpret & make informed decisions.
My experience and interests in the various areas of study; data science,
machine learning, artificial intelligence, and blockchain has helped deepen
his understanding of the everyday consumers.
You can find me at @iamAyula on Twitter
14

15. Content
● Introduction
● Understanding basic
terminologies
● Customer Acquisition
versus Retention
● Retention strategy that
works
● Challenges faced with
retention
● Customer Retention
versus Customer Churn
15
● Understanding the
difference between
Customer Churn and
Revenue Churn
● Why does Customer
Churn Matter?
● Sample Scenarios

16. Introduction
Despite the research and statistics that are available on
the importance of retaining customers, many small
businesses and startups continue to allocate large chunks
of their marketing budget to customer acquisition.
Customer retention increases your customers' lifetime
value and boosts your revenue. It is also an avenue to
build sustainable and personalised relationship with your
customers.
Good retention improves everything from revenue growth
to acquisition campaign ROI

17. “Profit in any business comes
from repeat customers;
customers that boast about
the product and (or) service
offered, and go the extra mile
to advocate to family and
friends”.
17

18. Understanding Basic
Terminologies
● Customer Acquisition: the act of persuading and
gaining new customers to take an action regarding a
product or service.
● Customer Lifetime Value: This is the measurement of
how valuable a customer is to a brand with an unlimited
and repeated time span as opposed to a one time
purchase/patronage.
● Customer Lifecycle: These are the stages of a customer
journey with a brand - reach, acquisition, conversion,
retention and loyalty.
18

19. 19
● Customer Retention:
Refers to the activities
and or actions brands
take to reduce the
number of customers
that deflect from the use
of their product or
services
● Retention Cost:
Refers to all marketing
investment/costs designed to
increase the loyalty of
customers while reducing
customer churn
● Retention Rate:
This is the percentage of
customer retained over a
period. A high retention rate
logically would show that a
business has a low churn
rate.

20. 20
Customer Acquisition
Versus Retention
These two widely recognized components are essential to
the calculation of customer value
However, they might vary based on the different type of
business models at initial stage but the overall business
goals of a business should be retention of customers
which varies with innovation and tactical approaches
implemented

21. ● Retention is knowing that
your customer needs are
evolving.
● Customer Satisfaction =
Customer Retention +
Growth!
● Personalised Marketing
“ You know a company’s focused on growth
when they do 10x better job on customer
retention versus customer acquisition”.
● Directing your efforts
towards acquiring new
customers 24×7 is key-
what next?.
● Customers are not loyal
to the brand or product
but a set of brands
among which they switch
effortlessly.
● Mass Marketing
21

22. Retention Strategy that actually
works!
Cultivate a Culture of Under-
Promising and Over-Delivering
Cultivating a moment of
personal connection that goes
beyond expectations.
Actively find ways to promote
your loyal customers through
your own channels. -
Testimonials, featured
newsletter etc
A huge motivating factor in
customer retention is giving
them a surprisingly positive
experience based on their
individual needs.
Customers want to be listened
to, and showing you’ve paid
attention can pay huge
dividends.
22

23. Retention Strategy that actually
works!
Pay attention to customer
service: Giving great customer
service is the best way to give
clients joyful experiences.
People love the sound of their
own name: Make sure that
customer service
representatives ask for and
use the names of the people
they speak with.
Create Brand Ambassadors:
They are a potential
salesperson.
Word of mouth is one of the
most important elements in
marketing your business, and a
happy client can be a better
referral than any
advertisement or discount
offer.
Think of your customers as part
of your sales team, and you
can more easily accomplish
growth.
Give them the opportunity to
send feedback whenever
possible, including surveys,
evaluations, and focus groups.
23

24. What are the challenges faced
with retention.
Competition from lower-price
competitors - Price war
Lack of customer contact for
remarketing and retargeting.
Acquiring customers without
setting up retargeting ads
Insufficient budget for
retargeting
24
The assumption that to grow
your business you need to
focus more on acquisition if
you have a good product.
Retention strategy should be
timely and limited to create a
sense of urgency.
Lack of audience
segmentation- without
segmentation, your brand fails
to understand the customers
need and wants
Neglecting customer service is
a price most brand pay for in
customer retention

25. 25
Customer retention and churn are key indicators for every
business
These figures should be two of your key performance indicators
(KPIs) and metric to measure your marketing efforts.
Customer Retention
versus Customer
Churn

26. Customer Churn in simple terms refer to the
number of customers that have discontinued
their subscription on a given period. Revenue
Churn is how much those lost customers
represent in revenue.
26
Understanding the
difference between
Customer Churn and
Revenue Churn

27. Why does customer churn matter?
Churn could be a pain point for any
companies as it shows how good (or
bad) they are at keeping customers by
their side.
27

28. Sample Scenarios
Focus on
Acquisition
Focus on
Retention
Focus churn
Company X 80 15 5
Company Y 30 50 20
Company Z 35 35 30
28

29. 29

30. 30
Source:
https://www.superoffice.com/blo
g/reduce-customer-churn/

31. Ice Breaker

32. Session Two

33. Things That
Matter For User
Retention and
Growth
By Abraham Ojes
Product Manager - Zend Labs

34. Freelance Digital marketer
for 4 years
Digital marketing manager and
Analyst at Ringier Africa for
almost 2 years
Product manager at Zend
Labs (current)
My Journey
2014 2018 2019

35. ● Why you should care about customer retention
● How to measure customer retention
● SMS/ WhatsApp for customer retention
Agenda

36. What is Customer retention
Customer retention is the collection of activities a business
uses to increase the number of repeat customers and to
increase the profitability of each existing customer.
Studies have shown that 68% of sales comes from already existing customers.
Businesses should focus on retaining existing customers.

38. Focus on your best customers
Why did they stay?
What actions are they taking?
How to measure customer retention
You need to figure out the “why” and “what” that
is keeping your best customers then, work
backward to scale this experience for other
customers

39. Customer cohort analysis helps you see how much of your customers used your product after their first time.
Churn is inevitable instead businesses must focus on customer retention activities and strategies
Cohort Analysis
March 29 - April 4
15 users
April 5 - April 11
11 users
April 12 - April 18
9 users
April 19 - April 25
31 users
April 26 - May 2
21 users
May 3 - May 9
51 users
Week 0
100.0%
Week 1
18.4%
Week 2
1.5%
Week 3
2.9%
Week 4
0.0%
Week 5
0.0%
100.0%
100.0%
100.0%
100.0%
100.0%
100.0%
20.0%
27.3%
11.1%
22.6%
9.5%
6.7%
0.0%
0.0%
0.0%
6.7%
0.0%
0.0%
0.0%
0.0%
0.0%

40. Text messaging has a 45% response rate, while emails have a measly 6% response rate.
● About 30% of consumers interact with a brand via text messages.
● According to mobile marketing, 95 to 98% of the texts are read immediately after the
receipt.
● Customers are spending five times longer messaging (texting) every day as
compared to voice calls and this stands true across all demographics.
● As per a survey, 7 in 10 millennials prefer to communicate through text messages
and the younger Gen Z groups
SMS/WhatsApp for customer retention

41. 1 Customer Service and Support
2 Ongoing Customer Relationship Engagement
3 Context-based Marketing
4 Running Cost-effective Campaigns
5 Permission-based Targeting
5 ways to leverage WhatsApp and SMS
for Customer retention

42. Thanks!
Any questions?
42

43. For further questions?
You can find Henry at:
● henry@tracksend.co
● Henry Tabansi
You can find Abraham at:
● abrahamojes@gmail.com
Abraham Ojes
You can find Ayoola at:
● ayoola.ogunyomi@ddc.ng
● ayoola.ogunyomi@apartee.ng
● Ayoola ogunyomi