Ever think that your organization’s or association’s customer retention strategy may actually function as a customer churn strategy?
First, assuming that you have a customer retention strategy in place, when is the last time you did a forensic analysis of strategy effectiveness? Then, when is the last time this strategy was updated?
Many organizations and associations continue to do the same things, the same way, with the same products, services, events and benefits. Yet, as they operate this same way, for years, things change. Eventually, what worked Yesterday, does not work as cost-effectively, profitably and valuably, as it needs to work. Not only Today, but in the Future.
That critical point is when organizations and associations notice gradual – and growing – decreases in repeat business or level of member spend. This realization is accompanied by another one: attrition in customer or membership base.
You have fallen down on the value of member and customer experience.
It just could be that your customer retention strategy may increase customer churn.
When it comes down to it, organizations or associations invest lots of emotion, time and energy promoting new products, services and events. Hoping that the “new” stuff will stick.
However, often existing infrastructure is not able to support your customer retention strategy. When this happens, your innovative planning falls short of your own, internal expectations. Let alone meeting customer and member expectations.
A root cause is your support infrastructure. Is it built to scale to meet growing and changing customer needs? Consequently, you are stuck in Yesterday. And unable to move, more relevantly and valuably, into Today and Tomorrow.
Perhaps your customer retention strategy actually serves as an effective customer churn strategy.
It is sobering to realize that you are “there” – good and stuck and spinning your wheels. And out of ideas for how to get unstuck.
Not only that. You, intuitively, realize that your organization lacks the capacity to honor the great ideas you want to target and achieve.
As Professionals of Worth, consider the value of my Speaking Programs and Workshops on customer retention. A fresh set of ideas may be just the catalyst you need to become more productive, profitable, purposeful, impactful and innovative.
To learn more, contact me at this link. Set up an introductory conversation. I would love to collaborate with you and innovate your customer retention strategy.
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Babette Ten Haken catalyzes organizations and associations, like yours, who want to leverage a more profitable workforce to retain the customers you work so hard to win. Her One Millimeter Mindset™ speaking and consulting programs leverage collaboration to catalyze professional innovation, workforce engagement and customer retention. She is a member of SME, ASQ, SHRM and the National Speakers Association. Babette’s Playbook of collaboration hacks, Do YOU Mean Business? is available on Amazon.com. Her professional speaker profile appears on the espeakers platform.
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