How to Acquire Enough Data for Effective Customer Retention Management Quickly
Acquiring
enough data for customer retention management quickly is not a simple task. But
it can be easily attained if brands engage with customers and listen to them,
instead of doing all the talking. Here’s how data can be easily acquired and
customer retention facilitated, for your business to grow, thrive and prosper:
- Build Calendars to Stay in Touch
Always
create a schedule and a calendar that tracks how customers interact with you.
Establish a strict watch over phone calls, special offers, emails and
follow-ups taking place before, during and after the sale process.
Communication can make customers feel appreciated and valued, leading to a
deeper relationship. There is no magic formula as it all depends on the
customer base. Checking the different messaging and timing to see how to engage
matters. Track personal details like client birthdays, anniversaries or other
events. Always ask how your product or service fared, when utilised by the
customer. Note your customer’s interests and challenges.
- Use Automation Technologies
While
developing calendars is extremely helpful in mapping out communications, you
cannot manage everything yourself. This is where marketing automation tools are vital for customer retention management. These tools and technologies streamline manual
processing and save vital time. For instance, automated email campaigns can be
created for customers who have purchased products. These can serve to provide
tips on product usage. For those consumers who do not convert after a free trial,
you could set up another nurture campaign via email where you make an effort to
keep the relationship going. Track key metrics like open rate and CTR or even
try split testing and record the results.
- Turn Complaints into Opportunities
If a
customer complaint is resolved, customers will carry out business with your
brand again more than seventy per cent of the time. But an astounding 96 per
cent of customers don’t voice their problems. It does wonders for retention if
customers are experiencing a problem and seek to resolve it and they are met by
an immediate solution. Once customer complaints and queries are analysed, data
can be aggregated to make bigger business decisions and choices. For example,
when customers cancel subscription or service membership, or don’t renew a
contract, you need to check why they are leaving. It can be simple forms where
customers share why they are cancelling and what one can do to improve.
- Use Questionnaires, Surveys and Get Feedback
While
collecting data about customers when they leave is important, so is being
proactive and reaching out to customers on a regular basis to obtain their
opinions. Use surveys and questionnaires to get a deeper understanding of
customer satisfaction, using measures such as Net Promoter Score surveys. To
get deeper feedback, always focus on creating an online forum for customers and
if you are starting a new feature, develop a beta program and get data from
preferred customers first.
- Utilise Social Media Insights
Listening
on social media is equally important. Top brands from Nike to Comcast have
accounts on Twitter dedicated to hearing customers and fielding complaints.
Build a bond with clients online by creating social media accounts. Don’t make
social media content just about yourself. You need to understand how your posts
can deliver value to customers.
Aim
for helpful tips, interesting articles or just focusing on entertaining them.
Infuse personality in your social media post. Channels like Twitter and
Facebook are personal and customers will be engaging with accounts they can
relate to. Videos, images, memes, links
and infographics influence which kind of posts get the most engagement and
effectively shape your customer retention management strategies.
