Client churn - or the loss of clients or customers - is one of the most detrimental factors that plagues every business. So, while many companies make the mistake of putting key focus on new business acquisition, do not go down this road until you have a stable client base.
While some customer attrition is normal on a quarterly and annual basis, it should be monitored closely to ensure it doesn’t spiral out of control. Why is it so bad? It costs more to acquire new customers than it does to nurture and please existing customers. Additionally, loyal, happy customers are more likely to refer your brand and make repeat purchases - increasing your revenue without any effort on your end.
The best way to fight customer attrition is to prepare yourself internally using the guidelines below.
Make way for constant, proactive contact.
Don’t just put out fires when customers come to you with an issue, that’s easy, even for some of your customers. Instead, solve the root of the problem by staying in touch consistently. I don’t encourage to spam your customers with multiple emails every week, but make it easy for them to get in touch with you (through LiveChat, email or phone). In the best case, proactively call your customers and ask them how things are going and if they need any support. It might be refreshing to hear from a company not trying to sell them, but simply offering help.
Monitor customer behavior on the web.
What are your customers saying about you on social media, personal blogs, or ranking websites such as Yelp? Word of mouth is the most powerful marketing scheme out there - so be sure you’re hearing what your customers are saying. Many people find it easier to air their grievances about a product, service, or company on social media rather than consulting with the company directly, so continually monitor, set up alerts when your company name is mentioned to see if people are sharing concerns and address the problem quickly.
Don’t underestimate upselling or cross-selling.
One of the main reasons customers leave a company is because they don’t feel the company’s products or services meet their needs any longer. Avoid customers jumping ship just because they don’t think you have what they need. Target them with innovative and personalized upselling (selling a larger package) and cross-selling (selling an existing customer something from a different product line) strategies. Just make sure that what you’re offering is actually relevant and valuable to them. When used properly, both methods can bring you closer to your customers than before.
Have a plan to keep them on the hook.
Don’t let customers go over something like quantity or frequency. If they are no longer impressed with your product and want to unsubscribe, offer an easy and accessible way to do it: Have someone ready to cancel over the phone, livechat or in worst case scenario have options to downgrade instead of cancelling if you go the online route. However, don’t let your customers off the hook before finding out How did they get to that point? What were they expecting? Is there anything you can do to prevent them from leaving? Use that feedback to get smarter when acquiring new customers and keeping the ones you already have happy.
Keeping up with your customers where they feel comfortable speaking with you is crucial to running a sustainable business. Don’t limit yourself to one channel and don’t underestimate their importance.
Are you ready to put insight into action to drive your customers’ satisfaction sky-high? Request a demo today and we’ll help you get to the next steps!