Surprised to enter 2022 digging yourself out of a huge 2021 customer defection hole? It just could be you left your entire client retention strategy up to the virtual customer retention dog.
What excuses do you make to your managers about your less-than-stellar rate of customer retention? Consider that customers who defect have an entirely different story to share. Do you know what their story is?
For starters, in my Playbook, customer defection should not come as a surprise.
- Unless, that is, you rely solely on daily, weekly, and monthly internal reporting to update you on customer status. Why? Because it’s easy and convenient for you plus your client list is overwhelming. Also you are so busy selling new accounts that you do not have time to keep up with existing accounts, even the high-value ones.
- Or, those generic marketing automation newsletters (customized with your picture and signature) should be sufficient touchpoints to compel customers to continue doing business with you. Have you ever read one of these communications from the customer’s perspective? How does a one-size-fits-all content strategy ever come across as anything other than impersonal, irrelevant, and commoditized to clients?
- You continue to assume that “no news from clients is good news: my clients are satisfied.” Until not one, or two, but 30% of your clients inform you they received renewal documents with errors. These are the high value clients who actually read all the fine print. Consider that all those new changes and decisions made by the home office can result in customer confusion and chaos. Guess no one thought to beta test all those changes. Now you are reacting to the mess. So are those customers: by defecting.
- As a finale, rather than reaching out to clients, you leave customer retention up to text messaging. The virtual customer retention dog barks at customers that their renewals are past due. However, they can call you and pay over the phone! (Seriously, when you avoid calling them?) It’s just like ordering pizza. Hmmm.
Doing your customer retention homework involves more than letting the virtual customer retention dog babysit your renewal base.
When customers defect, you spend the remainder of 2022 digging yourself out of that negative revenue hole in your client base.
Clients are not obligated to work for your virtual customer retention dog so you can passively earn commission. What will they discover when 30% of clients decide to do their own homework? They may decide to put your commission dollars in their own pockets and discover new partners who do more than automate their value.
Searching for a speaker focused on doing the smallest things with the biggest impact to get you towards what is new and next? Then engage me to present a One Millimeter Mindset ™ program! Delivered virtually or in-person.
Leaving your most important customer retention problem-solvers out of the conversation because you can’t understand them or they intimidate you? Babette Ten Haken’s One Millimeter Mindset™ programs catalyze people who sell and solve problems differently to collaborate more successfully across traditional business-operations silos. She is a business-savvy left-brain thinker who helps you traverse across those hairy sales-engineering conversations everyone just loves. So you just don’t acquire new customers, but also you retain them, as well. Plus, Babette is a qualitative Voice of the Customer facilitator, PMI-certified Wicked Problem Solver, Duke Corporate Education licensed Strategic Agility practitioner, and Six Sigma Green Belt (Quality). Yup. You just read that correctly. Babette is a member of the SHRM, PMI, the National Speakers Association (NSA). Her playbook of cross-functional collaboration, Do YOU Mean Business? is available in soft cover and digital formats on Amazon.com. Contact Babette here. Image source: Adobe Stock.