The Importance of Measuring Customer Retention and Loyalty
Customer attrition rates remain unbelievably high, despite (or maybe because of) continued investments by corporations in CRM technology.
According to a study a couple of years ago of 1,000 consumers by Accenture, 18% of respondents reported they stopped conducting business with at least one retailer within the past year due to poor service. A significant proportion of consumers in this survey also stopped doing business during the previous 12 months with Internet Service Providers (15%), banks (14%), telephone companies (12%), wireless/cell phone companies (11%), and cable/satellite TV service providers (10%).
That’s a whole lot of customer churn going on.
And I have not read or seen any data or evidence that these numbers are significantly different today. In fact, they may well likely be worse.
It is little wonder that Larry Weber, founder of the Weber Shandwick public relations firm, says that “most customers are nomads.”
When viewed in the light of another piece of research, perhaps these findings are not so surprising after all. A destinationCRM.com reader poll conducted in October a couple of years ago reports that:
- 39% of customer contact centers do not measure either customer loyalty or customer satisfaction.
- 19% measure only customer satisfaction.
- 42% measure both customer loyalty and customer satisfaction.
This means that a full 58% of customer contact centers do not measure customer loyalty at all, at least according to this reader poll.
If you are not measuring customer loyalty, then you probably have little idea how to manage and reduce customer attrition.
Building a sustainable and profitable business requires a customer strategy that is centered on creating (and measuring) customer loyalty.
Doing so requires keen customer insight, not million dollar CRM computer systems. In most cases, the thousands and millions of dollars spent on CRM hardware would have been better spent on hiring, training, motivating, and retaining good staff who have your customers’ needs, wants, desires, and best interests in mind at all times.
In another Accenture research study reported in the article Meeting Individual Customer Expectations by Michael Breault, “delivering consistently on the brand promise plays a greater role in creating loyal customers than any other customer-facing capability does.”
In fact, according to the study, “regardless of their industry or business model (B2C, B2B, etc.), developing and delivering a branded customer experience comprises 33% of a company’s ability to achieve strong customer loyalty.”
In his article, Breault also cites a Bain & Company study that found some 80% of companies believed they are delivering a “superior experience” to their customers, while the customers of these firms rated only 8% of them as truly delivering a superior customer experience. Now that is a perception gap!
It is a perception gap that is caused by the corporate focus on using transactional data to define the relationships with customers and a lack of insight on customer attitudes, behaviors, and perceptions. It is also caused by the reliance on demographic segmentation instead of segmentation based on customer needs.
It is also caused by companies not listening to their customers. A study by customer experience research and consulting firm Strativity Group concludes that too many companies do not properly use the information garnered from customer surveys. The two biggest problems cited in this study were:
- although a majority of the respondents (59%) claimed to design customer surveys with strategic intentions, only a small minority (23%) managed to obtain internal buy-in for change in response to customer survey results.
- only 45% of the 200+ plus firms surveyed around the world could translate their customer survey results into actions.
One of the other problems identified in the Strativity Group survey is that 69% of the survey participants reported that they faced internal struggles with people arguing about the validity of the customer survey results. As the report concludes, “the study results indicate only a superficial and incremental commitment on the part of companies to their customer studies and to acting upon customer insight.”
When these various independent research studies are reviewed in aggregate, one reaches the conclusion that:
- Customer attrition rates of 10% to 15% per annum are likely to remain for years to come.
- Until companies start to measure customer loyalty, they will remain ignorant and naive about this critical bottom-line impacting issue.
- Too many companies are fooling themselves (or their senior management, but not their customers) by conducting customer surveys that do not result in action and customer experience enhancing changes.
One of these days, corporations are going to understand the cost of customer attrition. At least that is my hope.
Until then, of course, any company that makes customer insight and customer loyalty a focal point of their business operations will have a significant advantage in creating long-term, sustainable growth and profitability.
KEY POINT: if you are not measuring customer loyalty, then you probably have little idea how to manage and reduce customer attrition.
TAKING ACTION: review the results of your two most recent customer surveys and then identify what actions were taken as a result of the surveys. Was sufficient action taken? Why or why not? What actions were overlooked or not implemented? Why?
What is your customer attrition rate? If you do not know, how can you start monitoring this immediately? Your customer attrition rate should be a critical component of your Marketing Dashboard. Is it?
How can you start to measure customer loyalty? Make measuring customer loyalty one of your top goals for the coming year.
This article is excerpted from our book The Best of the Monday Morning Marketing Memo, available at Amazon in Kindle and paperback formats.