Updated: Dec 2, 2022
How to deploy data-driven customer retention strategies and stop that evil churn.
Nowadays, generating personalized experiences for your patrons is crucial if you want to stay ahead of the curve. 70% of people feel more inclined to remain loyal to a company that tries to personalize their experience—creating a data-driven customer retention marketing through email or text, offering many benefits that keep your customers returning. This article will discuss the most important information consumers look for when purchasing decisions and explain why personalization drives customer loyalty.
The Evil Churn Rate
Customer churn occurs when customers stop interacting with or purchasing your company's product or service. It can be caused by many factors, some of which may be avoidable.
If your business model or product strategy isn't doing well, it will likely result in a higher churn rate.
Customer churn rate is a metric that, when evaluated against other key customer retention metrics, allows you to understand what your brand is doing well and where it needs improvement.
Customer churn or attrition rate can be calculated mathematically to show the percentage of customers who have stopped purchasing from you and are unlikely to buy again in the future.
Customer Churn Customer Churn Rate = (Customers Lost ÷ Total Customers at Start of Period) x 100
If your organization is losing close to half its monthly customers, you need to start gaining more new customers each month. Remember that customer churn rates should not be considered success or failure when other key metrics are not considered. For example, even though Air BnB Hosts experienced high churn levels, the company could still stay afloat because more people signed up to rent out their space than were leaving.
Even if you have a low customer churn rate, this does not mean that you should stop trying to improve your organization. Churn exposes areas of improvement and what strategies are working or not within your company.
Customer retention is necessary because:
Return customers spend, on average, 67% more than first-time buyers.
Selling to existing customers is easier than acquiring new ones.
They are nimble and adopt new campaigns quickly.
Not only are recommendations from friends and family more believable than paid advertisements, but they have the ability to multiply sales by up to five times.
Customer Retention Strategies
How to Reduce Customer Churn Rate. Customers come in all shapes and sizes and with just as many preferences. Depending on your industry and niche, your brand cannot cater to the needs of everyone.
You cannot personalize your brand to resonate with such a diverse crowd. Sometimes customers desire to try something new or different. Therefore it is perfectly natural to lose a few customers.
Understanding your customer's needs is essential if you expect to retain them. Below are a few points on how to reduce customer churn:
Deploy persona-driven strategies
To create a persona-driven outreach marketing strategy that resonates with today's consumers, you first need to understand your target customer. Who are they? What do they like? What do they need? Once you have answers to these questions and the data in software like a customer data platform (CDP), you can start creating content catered to their interests from analytics.
To create a persona-driven eCommerce strategy by tracking customer behavior and preferences within the website and through the email open results. Google Analytics is a great resource for learning about anonymous behaviors for apps and landing pages. Perhaps it is the same style they buy year after year. Perhaps The information you gain will help determine the type of content most likely resonates with your audience.
Keep your customers coming back for more by personalizing content to appeal to their interests. Creating a persona-driven email marketing and SMS strategy tailored to your target customer will show them that you value their business- personalizing the customer experirence.
Personalization is not a choice; rather, it has become vital for brands that can create customized experiences based on each individual consumer - especially when customers move between screens or ask questions via text or email instead of going into stores! As more people shift over the internet onto devices where everything happens digitally (like phones), marketers need an edge, too, if they don't want customers returning less often because there'll always be another company able to offer what yours does better online already.
Engaging in marketing activities, specifically email marketing and orchestrated SMS messaging, is integral to generating more profit, whether your business produces or retails goods/services. The basis of marketing relies on activities devised to bring fresh customers into your enterprise.
Why only focus on expanding your business when you could also put effort into maintaining what you have already built? Put systems in place that will keep your conquering territory and satisfied customers.
Only by understanding what makes customers leave can you figure out what will make them stay.
Discounts and offers are great, but sometimes the little things make the biggest difference. A personalized thank-you note or positive acknowledgment can keep your customers coming back. You can also offer loyalty discounts or rewards to your most loyal customers, and they go further with personalization.
Encourage new signups to take high-value product actions
People are often hesitant to use new products they've just signed up for, partly because they don't know how the product can help them. A solution could be to provide a list of high-value actions for your customer base—this like hyper-onboarding.
Facebook helps you make the most of their site by giving suggestions, such as notifications for birthdays and events with your friends or favorite sports teams after signing up. They also suggest ways to connect with more people on Messenger and how sharing photos from your camera roll can be very useful, depending on your location. By providing this service, Facebook allows users to see all their product has to offer them- some things that may have gone unnoticed otherwise.
This can often be achieved with helpful in-app messages that come at the right time — this can be on a page where users often need help or just a tip to make your service more useful.
The feedback I got from these messages was overwhelmingly positive and helped us improve customer experience by focusing on high-value actions for our customers. It’s not just about helping our product be more helpful or getting them to sign up again — it’s also about providing exceptional service so they know where they can find help when something goes wrong and need it most.
Catch the signs of an unhappy customer early
Keep track of how much time a user spends actively using your product, not just the number of actions they take
Get to know your customers by noting their average session length when they sign in and out. Gaining this insight will provide a greater understanding of what exactly users are doing on your site or app each day than relying on metrics such as page views or clicks would give you.
If someone starts logging in less frequently, for shorter sessions or uses less valuable features — or if people have been logged out for a while, which is usually a sign of inactivity — it may be time to start looking at the customer journey and see if there are any on-boarding, user experience or product updates that might need tweaking.
If a customer falls behind or becomes inactive, they email them asking if they need help. Clever solutions like, ActiveCampaign makes your customers feel you are willing to go above and beyond for them. This specific email looks handwritten and likes it was tailored just for you, which then has an easy call-to-action to schedule your free demo! That way, customers can get back on track without feeling abandoned by the company.
All the points above are moot if you don't have data to support your assertions. The best way to do this is to collect data from every interaction you have with clients, whether on social media or in person. This will give you a more holistic understanding of what's working and what's not so that you can adjust your strategy accordingly. Improve your brand and strengthen the bond with your committed customers by studying churn rate and other customer support metrics.
Personalized experiences are crucial for customer retention. To create a data-driven customer retention marketing strategy, you need to understand what your customers are looking for when they make a purchase decision. The information in this article should help you get started. Reach out to us if you’d like expert help in getting you data-driven so that you can provide your customers with the personalized experiences they crave. Thanks for reading!
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