Should I stay or should I go?

What makes our customers stay with us or simply go? Do they tell us? Do we ask?

There will be cases where the consumers no longer require our product or service because his or her needs have changed, while in some other instances, they have been gained by a competitor. Some are turned away by product or service dissatisfaction, but the vast majority leave because of poor attitude or because they perceive the company´s indifference.

Your goal is to create an outstanding customer experience that will make them stay with you and speak highly about your product or services with others in the long term. But…how?

You will not be able to reach this goal if you don´t have analytics supporting your decisions. Without data and the proper ways to measure, you cannot make the appropriate decisions to really impact on your customer´s experience. You will be blind, and therefore, you will end up putting a lot of effort in the wrong areas and missing gaps that negatively impact the users´perception of your brand.

As the old verse says: "Make new friends, but keep the old. One is silver, the other gold". If we apply this statement to our customer´s loyalty, we understand that a long-term customer is more valuable than a single deal user. So, if we can keep, and even increase, the percentage of customers for a longer life cycle, we will have a more profitable and predictable revenue.

So how can we retain our clients and make them feel we care? We can always use traditional methods, such as surveys, to keep track of their satisfation levels. But we should also focus on how connected we are to those customers.

70% of customers who describe themselves as "satisfied" with the service or product purchased, will not do any more businesses with the company which satisfied them initially. It is usually due to the lack of connection. Specially, with the digital transformation that is ongoing nowadays. To stay connected with your consumers is a MUST, and with the new technologies that there are available, there is no reason why that connection should not be personalized.

Invest in they way you measure, because it will certainly pay back.