It is always less expensive to keep a good customer than to get a new one! An important component of marketing is ongoing customer communications and customer retention. Harris Consulting offers impressive results with previous customer retention initiatives, and can:
- Analyze existing churn data and reasons customers call care, and create predictive churn models;
- Conduct market research and exit interviews to understand why customers leave;
- Chart your customers’ lifecycle, and create a customer lifecycle marketing plan for reducing churn;
- Segment the customer base by lifetime value of the customer;
- Develop customer communications, which may include emails, bill inserts, welcome kits, newsletters, exit surveys, customer satisfaction surveys or focus groups;
- Determine distribution costs for customer communications;
- Manage creative development, testing, mailing lists, management of the run and drop schedules, tracking, etc. of customer communications; and,
- Measure impact on churn.
Experience:
For a major wireless carrier, Harris Consulting created the New York Tri-State Area’s customer lifecycle program, including segmentation, communications, and customer care outreach. The program successfully reduced churn 50% on top revenue customers and 44% overall. In addition, we expanded the existing Business Network program membership to 40% of customers, which lowered churn. The program was adopted nationally.