Attracting new customers and clients is one of the biggest thrills for businesses. Seeing your marketing efforts pay off and your sales leaders secure new business is a sure sign of growth and success. But why aren’t these clients staying?
Why put all this time, effort and resources into pushing your product or service to new people if none of them stay? Let’s answer these questions, and look at how you can improve customer retention.
Customer retention is important because it provides a solid foundation for revenue. Meeting targets isn’t reliant on your sales team desperately securing sales if you already have those few loyal customers already. This also means that you can focus more effort on your sales team nurturing leads methodically, a process which may take slightly longer, but secures happier and more loyal customers in turn. Retaining customers is also important because it helps you to build up a reputation for providing a good service. If you’re retaining customers, it’s probably because they’re happy with what they’re getting from you. Encouraging repeat customers to leave reviews, or offering referral incentives can be a great way to use your existing customers to your benefit.
A good client retention rate varies massively based on your industry, product and/or service. However, in most cases, a retention rate anywhere between 35% - 84% is considered pretty good. This is a very broad range but that is because retention rates vary massively based on industry and intent.
Consider this: if you’re offering a professional service such as marketing, you’d hope that your work is good enough for the client to make an easy decision to continue working with you pretty much every time; this is something you have a large amount of control over. If you’re a restaurant owner, even if the service you provide is really good and your customer has a near-perfect experience, it’s still likely they’ll try a different restaurant next time.
Of course, this isn’t always the case, and there are still ways to improve retention (like offering incentives), but this is why different industries naturally have different rates.
Customer retention efforts come with a number of challenges. Trying to retain your customers is often a fruitless endeavour, which can be demoralising as well as a waste of resources. Customers often look for solutions elsewhere for reasons completely out of your control, and it isn’t always easy to determine which customers are a lost cause from the beginning.
It can also be difficult for managers to juggle between focusing on customer acquisition or retention. Of course, a balance of both is ideal, but with limiting budgets and harsh targets to meet, how do you find the sweet spot? If you are a business owner, consider discussing with your managers the best ways to balance resources so that you can promote new business, but also nurture your existing clients into long term happy customers.
A lack of customer retention can be damaging in terms of public image and perception. Low retention rates likely mean there are some elements of your product or service which aren’t meeting their needs. This could lead to bad reviews, but also leads to low recommendations and just general poor image.
Another effect of low customer retention is that all of your business is reliant on lots of consistent new leads being converted to new customers. This leads to an increase in financial pressure on sales teams which takes their focus away from bringing in high quality sales, and puts it on simply getting people through the door. Overall, this is going to damage the environment within your business, likely increasing stress and lowering productivity.
So let’s have a look at why. Why are you not retaining customers? What can you do about it? Below are a few reasons you might not be retaining, and some ways to amend this:
Retaining customers and clients isn’t easy for anybody. But dedicating the resources towards this cause could yield game-changing results for your business. Make sure to invest in customer service, ensuring a positive journey from start to finish. A journey which they’ll hopefully restart.
If you want to learn more about how Mentor Group can help your business adopt a revenue-centric strategy, and transform the revenue potential of your organisation in the process, visit our Contact Us Page or reach out directly to info@mentorgroup.com