September 5, 2023

Understanding the Key Points of Customer Retention


customer retention



In business, customer retention is the name of the game. For companies to achieve long-term success, business owners should implement proper customer retention strategies to achieve brand loyalty and a steady revenue stream. It is not enough for companies to focus solely on gaining new customers—business owners must retain customers, regardless of industry.

Customer retention strategies require businesses to build several touchpoints, including providing excellent customer service, personalised marketing, and showcasing a deep understanding of customer behaviour and preferences. However, it can be challenging for businesses to retain customers and keep the churn rate to an absolute minimum. In this article, we will delve into some key ideas about customer retention, including its importance, the pros and cons of loyalty programs, effective customer retention strategies, and how market research platforms can help businesses stay ahead of the curve.


Why is customer retention necessary?

When it comes to a business's ROI, the customer retention rate is pivotal. According to research, a company can achieve a revenue of between 25% to 95% by increasing 5% of its customer retention rate. These figures reflect how necessary customer retention is to a business's success.

Customer retention also helps businesses build a strong brand reputation and customer loyalty. When customers experience good service from a brand, they are highly likely to continue purchasing from it, and recommend it to their family and friends. Loyal customers are also highly likely to try new product launches and give feedback, making them a fundamental target group for businesses to continue growing. As such, a good customer retention rate can increase a customer's ”lifetime value”, which is the revenue a customer generates throughout their relationship with a company.


How to retain customers?

There are several strategies that companies and brands can adopt to enhance their retained customer portfolio.


  1. Understanding your customer's needs and behaviour
    With the correct data, businesses can get one step ahead of their customers by understanding their needs, wants, and purchase patterns. Achieving this data can be made simpler by integrating it with a market research platform.

  2. Providing exceptional customer service and experience
    When a business shows its customers that it can go above and beyond, the likelihood is that it will leave a positive image in the customers´ minds. Customer service goes beyond face-to-face interaction; it should also extend to the ease with which customers can shop or communicate via apps or websites.

    For example, Amazon is known for its convenient returns policy and prompt and friendly online customer service. This draws people to continue shopping on its platform. Companies should also aim to provide customers a smooth user experience on their websites or apps.

  3. Personalising the experience for your customers
    Access to data and AI technology will allow businesses to personalise the customer experience. This enables companies to create personalised marketing messages, product recommendations, and offers. A personalised experience for customers will make them feel valued and appreciated, which then aids the business in retaining them.

  4. Reward customer's loyalty
    Customers appreciate acknowledgement for their loyalty to a company or brand—and many brands do that through loyalty programs. Loyalty programs enable customers to collect points for redemptions, which will encourage customers to continue purchasing from that brand. But what are the pros and cons of a loyalty program?


Pros and cons of loyalty programs

While loyalty programs generally do the job of retaining customers, from the business side of things there are several pros and cons when it comes to loyalty programs.

Pros and Cons of Loyalty Programs

Pros Cons
Improve customer retention rate May not work for all business models
Increase customer satisfaction Requires time and effort for effective strategies
Encourage repeat purchases May be difficult to maintain
Generate customer data for businesses Susceptible to frauds and breaches which may tarnish brand reputation
Boost new customer acquisitions through referral incentives Customers may find process tiresome if not implemented properly


With an understanding of the pros and cons of loyalty programs, businesses can strategize effectively to make their loyalty programs work, for example, by incorporating market research platforms.


Using market research platforms to promote customer retention

Market research platforms can be a powerful tool for promoting customer retention. If integrated correctly, these platforms can help businesses collect valuable data on customer behaviour, preferences, shopping, browsing and purchasing patterns. Through the data generated, brands can create personalised marketing strategies, leading to increased customer satisfaction.

Click here to learn more about how market research platforms can be used as an effective loyalty program tool.

In conclusion, by understanding the different factors involved in customer retention and calibrating them to suit a business’s needs, you can create a loyal customer base that generates long-term results.


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