如果您询问任何业务领导者或创始人的公司目标是什么,他们的答案可能与bob全站appgrowth

When you consider商业growth, you may think that acquiring new customers is the key to success. Although obtaining new customers is great, setting out to acquire them in order to grow your business isn't always as cost-effective and beneficial as you may think.

That's because the process of identifying, qualifying, and nurturing leads to then (hopefully) convert them into paying customers requires significant resources.

So, rather than simply focusing on the acquisition of new customers to hit your growth goals, invest your time in retaining your high-value, low-effort assets — a.k.a.existing customers

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取决于使您的业务与众不同的因素(行业,规模,当前的品牌知名度,目标受众之间的相关性等),获得新客户的损失可能会使您付出任何代价five and 25 times more而不是保留现有客户。

Benefits of Customer Retention

Here are a few more reasons why customer retention is so important to the overall success of your business.

现在,让我们讨论如何计算客户保留率。

Every single customer is hard earned.

简单,你统计客户的数量at the start and end of the time period in which you want to calculate retention (e.g. week, month, quarter, year). Then, tally the number of new customers you acquired during that time period and plug those numbers into the formula above.

接下来,让我们看一下可以提高客户保留率的六种方法grow better

6种提高客户保留率的方法

The following six ways to boost customer retention are applicable for virtually any type of business — feel free to experiment with some or all of these tactics to see what your customers respond best to.

1. Adjust your pricing for returning customers.

您可以以一种使当前客户轻松与您返回和开展更多业务的方式调整定价。

例如,也许您会通过电子邮件为客户提供折扣,以获取其最新订单的电子报收后的下一次购买。或者,免费送货和回报以及频繁购物者的额外价格相关的特权Madewell Insider计划).

最后,您可以为您的服务提供具有成本效益的订阅(这是一种策略we'll touch on below)

2. Implement cross-selling and upselling strategies.

通过使用交叉销售和销售策略throughout your website and all communications.

在物理商店中向购物者销售很简单 - 您可以将相关产品彼此放置,或者使用其他商品销售技术吸引注意力并推动冲动购买。

However, online shoppers often begin their journey in search of a particular item, which is whyyou must be strategic when cross-selling and upselling

开始策略的一个好地方是在整个销售数据中寻找模式 - 问自己以下问题:

  • 客户经常一起购买两个或更多的商品吗?
  • Which of our items complement each other naturally and are even more useful when paired?
  • 哪些项目具有值得一提的可升级版本?

These tactics can also be implemented on a more basic level; for example, offer free shipping when customers reach a specific shopping cart total.

3. Create a customer loyalty program.

Implementing a program to reward your most loyal customers is an easy way to build on existing relationships and offer regular incentives for them to return to your business.

例如,您可以每月向您的前10%的客户发送特别优惠。您可以测试哪些优惠会引起特定客户的共鸣,然后随着时间的推移微调奖励。奖励可以从感谢信到免费送货到10%的折扣。最终,您将知道哪些客户人口统计,行动和偏好预测了要约后的成功转换。

您还可以通过添加积分系统来扩展忠诚度计划,该系统使客户能够赢得诸如在社交媒体上共享内容或转介网络中的人进行购买的行动的积分。

实施时要记住的最重要的事情customer loyalty programis to keep it simple. Make it easy for customers to understand the steps they need to take to earn rewards as well as use apply rewards.

4.个性化买方的旅程。

识别购物者的另一种方法是个性化他们的经验 - 这可以使他们的生活在您的网站上更轻松,并使他们感到有价值。

For example, encourage your visitors to sign up (for things like coupons, inside information, notifications about sales, blog content, etc.) via智能形式Collect their name, email address, and birthday, along with anything else you think would allow you to improve their experience.

然后,下次他们返回您的网站时,您可以在网页上显示“欢迎回来,[名称]”,或者根据您的表格允许您获得的联系信息自动显示正确的运输详细信息(也可以保存也可以保存在你的CRM).

5. Offer a recurring subscription.

提供订阅是一种提高保留率的简单方法 - 这符合购物者对便利性和灵活性的渴望(您可以提供每月,每季度或年度订阅)。

即使您没有可以使用订阅模型(例如ART)轻松出售的产品类型,也考虑出售诸如“重新客户支持或保险”之类的附加组件。

6. Meet your customers where they are.

When you truly understand your customers — meaning, you know who they are, what they need from you, what their challenges are, and where they spend their time — you'll be able to meet them where they are.

您将能够创建所需和需要的内容类型(例如,博客,视频,社交媒体),然后在任何地方共享(例如各种网站,媒体渠道,社交平台等)。

在此过程中,您将保持最佳状态,即使他们可能没有意识到他们需要它,也提供支持,并向您的客户展示您的理解和重视程度。

Editor's note: This post was originally published in February 2018 and has been updated for comprehensiveness.

customer service metrics

Customer Service Metrics

最初出版于2020年5月18日上午10:55:00,更新于2021年6月15日

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