GUIDES

What is customer retention program?

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Customer Retention Program

When compared to new customers, repeat customers often make more purchases, spend more money, and are more likely to recommend your company to others. If you want to boost sales and expand your business, it would be beneficial to focus on customer retention.

What is customer retention? Customer retention is a metric that measures your ability to maintain repeat customers for the long term. A high customer retention rate means having loyal customers who keep coming back to make repeat purchases.

The importance of customer retention cannot be overstated. Companies can drive profits and stand against the competition by being able to retain customers. Having a strong customer retention strategy can help you re-engage your old customers and boost word-of-mouth advertising by turning your customers into brand advocates. Satisfied customers tend to come back, which can help increase sales. Therefore, creating value for your customers by helping them fulfill their purpose when they patronize your products and services is essential.

The acquisition of new customers and the customer churn rate, or the rate at which consumers leave doing business with a specific company, directly impact customer retention. The level of service provided and the overall brand experience that customers have across all touchpoints can also influence customer retention.
Having a customer retention program can promote customer loyalty and satisfaction. Examples of customer retention programs include credit points offered by credit card issuers, gathering and acting on customer feedback, and identifying pain points in customer journeys.

Brands may evaluate and enhance their client retention metrics to increase loyalty and boost sales by utilizing Lexer's Customer Data Platform. Lexer's customer segmentation tools, for example, can help you better understand your client segmentation and determine which ones are easy to keep and which ones have a high attrition rate.


Customer Retention Strategies

With a customer loyalty and retention strategy in place, businesses can enhance the percentage of return customers and their lifetime value. The first step is to exceed clients' expectations and go above and beyond what your rivals already do to give customers a great experience and exceptional service. Understanding your customers will enable you to anticipate their needs and how your products can improve their lives and alleviate their problems.

Different industries have their own unique levels of retention. There are different levels of customer retention strategies to keep customers engaged. Generally speaking, a customer retention plan that is kept at high levels can help increase your profits. Contrarily, a low customer retention strategy may be a sign of poor customer support and disjointed customer experiences.

There are various customer retention strategies examples. These include creating loyalty programs, adding rewards to your promotional strategies, personalizing your marketing strategies, leveraging your customer data to optimize your advertising campaigns, and increasing customer revenue.

Because Lexer's platform enables retailers to obtain information about their customers, businesses may use Lexer as a customer retention strategy. With the help of Lexer, brands may develop customer experiences tailored to their customers' needs.


Customer Retention Rate

What is customer retention rate? Customer retention rate is the rate at which your company keeps its existing customers for a specific amount of time. Knowing your client retention rate can help you evaluate your company's growth trajectory and determine how you can improve your business performance.

If you have a high customer retention rate, you would not have to worry as much about the cost of bringing in new clients or how to make them stay. It is helpful to note that customer turnover and retention rates are inversely related. This means that a higher customer retention rate translates to a lower customer churn rate.

What is a good customer retention rate? A customer retention rate that is close to 100 percent is always a good customer retention rate. Meanwhile, a low customer retention rate is seen as a red flag for your company because it indicates that your clients are likely dissatisfied with the quality of goods or services you provide.

The average customer retention rate by industry differs. For example, the customer retention rate for insurance and banking sectors is typically close to 80 percent, while retail and hospitality industries average 50 to 60 percent. Education apps have the lowest customer retention rates at less than 5 percent.


Customer Retention Rate Example

A customer retention rate KPI, or key performance indicator, measures your capacity to keep clients for an extended period of time and generate income from your existing customers. While this KPI is important, you should also look into your past performance to know your customer retention rate.

The customer retention rate formula requires four things. First, you need to set the time period you would like to calculate, be it a week, a month, a year, or any other duration. Second, you need to determine the number of customers still making payments for your products and services by the end of your tracking period. Third, you need to know the number of new customers you have made a sale to or gained during the given period. Lastly, you should look into the total number of customers you had at the start of the tracking period.

To get your customer retention rate, you should obtain the total number of customers you have at the end of your tracking period and subtract the number of new customers in that period. Next, divide the result by the total number of customers you had at the beginning of the tracking period and multiply the outcome by 100.

For example, you launched a new app with 1,000 paid subscribers at the start of the month and had 900 subscribers by the end of the tracking period. Then, you acquired an additional 200 new subscribers during the month. Here is how you would calculate your customer retention rate:

900 - 200 / 1000 * 100 = 70%

Your customer retention rate is at 70 percent using this formula.

Customer Retention Program Examples

Customer retention software refers to any tool that can help you lower your customer turnover or churn rate and offer corrective solutions to promote repeat purchases from your customers. Customer retention software can help you analyze why your customers leave, predict when your customers are most likely to do so, and what you can do to inspire customer loyalty.

Lexer is one example of customer retention software. Lexer’s digital customer service solution is linked to its customer data platform, which stores comprehensive customer profiles and insights that businesses can use to generate an effective customer retention strategy.

There are various customer retention examples that you can implement to increase your customer retention rate. One method is to provide your customers with educational resources and marketing materials to enrich their knowledge about your brand. Your company will benefit from educating your customers about the value of your products and services to encourage them to buy and promote your business.

Another way is to give out customer retention gifts to nurture customer relationships. For example, you can hand out gift coupons to convert a first-time visitor into a paying customer or offer discounts to high-paying customers to entice them to buy more. In addition, you can reward loyal customers by giving them early access to products in high demand or new items that have not yet officially launched in the market.


Customer Retention Strategies in CRM

What is the importance of customer retention in CRM or customer relationship management? Customer relationship management can help foster client relationships to encourage customer loyalty and retention. Having a well-implemented CRM in place can help reduce customer churn.

Using CRM data allows you to create personalized campaigns to target new customers or rework your current campaigns to reach out to repeat customers with a brand new message. Generally speaking, a CRM stores customer data and interactions throughout the customer lifecycle. Your sales and customer service teams may utilize CRM data to provide tailored customer interactions.

If you want to create highly personalized experiences across touchpoints, a CDP might be a better option for your business than a CRM. This is particularly true when you have voluminous data coming from disparate sources. Using Lexer's CDP, you can deepen your customer relationships to improve engagement and maximize profits.

Customer Retention Objectives

A customer retention project can help you forecast customers that are likely to churn and create loyalty schemes to encourage repeat business and keep them engaged with your business. In case you are wondering how to retain customers in retail, there are a few things that you need to consider.

Offering clients a customized marketing message based on their purchase history, purchasing behavior, and demographic data is one strategy to keep customers in the retail industry. For instance, you can use Lexer's CDP to gain actionable insights that will help you increase sales, enhance customer service, and improve the in-store customer experience. Giving your devoted clients access to special services is another approach to excite them about your new product offers. Lastly, loyalty rewards can entice repeat business and help you retain your most valued clients.

Related Articles

📄 Customer Data Platform (CDP)

📄 Customer Experience Platform

📄 Customer Intelligence Platform

📄 Single Customer View Benefits

📄 Omnichannel Customer Experience

📄 Customer Data Platform Architecture

📄 Customer Segmentation in Retail

📄 Customer Loyalty Strategies

📄 Customer Experience in Retail

📄 Customer Insight Tools

📄 CDP Use Case

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