From the course: Customer Retention
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Use the appropriate reason
From the course: Customer Retention
Use the appropriate reason
- Many companies believe a retention strategy is simply sending marketing and communications regularly and frequently to their customer base. And if they do this, their customers will continue to buy from them, but that couldn't be further from the truth. Consistency is more valuable than quantity, and recency and frequency are the crucial underpinnings of customer retention. But one of the most important things of all is the principle of the appropriate reason. The principle suggests that with all customer follow up, messaging, and communication, there's an appropriate reason why and an appropriate time to do it. Too many companies don't understand this and they reach out with the wrong message at the wrong time, and it damages their ability to build loyalty and develop meaningful relationships with their customers. Communicating with your customers with the right message at the right time can feel like a phone call from a…
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