减少客户流失的10个提示

If you're dealing with a churn issue, you're not alone.

根据HubSpot的2021年入站报告，超过50％的公司指出，产生潜在客户和提高客户满意度是明年的最高营销优先事项，在过去的几年中一直保持一致。

现在，我不在乎读者，但是我愿意打赌，为企业产生新需求的斗争很容易与斗争有关keep existing customers around.

虽然减少搅动听起来像是一项巨大的工作，但绝对值得优先考虑：增加5％customer retentioncan increase profits by 25% to 95%,根据Bain＆Company的研究。bob全站app

We'll walk through a few strategies for reducing churn below. But first, let's start by defining the term to establish some common ground.

目录

• Customer Churn

• 客户流失分析

• 客户流失的类型

• How to Identify Customer Churn

• 如何减少客户流失

Customer churn -- also known as customer attrition -- refers to the rate at which customers who purchase or subscribe to your product or service offering end their relationship with you and stop bringing in revenue for your business.

例如，假设您以500个客户的身份开始了本季度，损失了25个。这将使您的流失率为5％。

在大多数情况下，该数字被认为是一个百分比，但是正如InboundJuntion的Nadav Dakner所表明的那样，您应该以最有意义的业务陈述数字。

In his article for Kissmetrics,Dakner notes the following as alternative ways to demonstrate customer churn:

• Number of customers lost
• Percentage of customers lost
• Value of monthly recurring revenue (MRR) lost
• MRR损失百分比

客户流失分析

Causes of Customer Churn

客户流失的原因每个客户都可以是个人的，但它们通常属于几个共同类别：

价格

价格是销售人员和客户成功经理的普遍反对意见。如果客户找到了他们想解决的问题的更具成本效益的解决方案，他们可能会搅动。这就是为什么建立价值和客户入职和教育很重要的原因，使客户认为购买值得。

Product/Market Fit

Poor product/market fit is a common reason for customer churn and speaks to the need for close sales and customer service alignment. If salespeople are hustling to hit quota and aren't incentivized to sell to good-fit customers, the result will be churn within a few months of purchase when the customer realized they can't achieve their goals using your solution.

User Experience

如果用户对软件或应用程序的体验对他们来说是越来越小的，故bob电竞官方下载障或其他困难，那么他们将不太可能定期使用它并使用它来建立专业知识，从而使他们更有可能坚持下去。

客户体验

最后，如果客户的经验与品牌的其他方面联系在一起 - 您的营销内容，社交媒体渠道，客户支持团队和客户经理 - 并不是积极的，那么他们可能很可能会流失。客户希望受到他们支持的社区的欢迎和珍视，如果他们没有与您的公司互动的积极经验，他们就不想坚持下去。bob全站app

尽管这些因素通常会引起客户流失，但您也应该知道的几种类型的流失类型。实际上，您可能会惊讶地发现某些流失实际上对您的业务有益。

客户流失的类型

1.收入流失

Revenue churn is slightly different than customer churn, but it's still important to consider when you're analyzing this metric. Revenue churn is the amount of revenue that's lost within a given period. This doesn't necessarily mean you're losing customers, but rather you're not making as much money from yourcustomer baseas you did before.

This can happen if customers downgrade to a cheaper subscription or version of your product. While they're still shopping at your business, they're spending less money than they did before. This is a metric that your customer success team will want to keep a close eye on especially as they monitor your most loyal customers.

2.竞争者干预

每个企业都有其竞争对手，总会有一些客户将您留给另一家公司。bob全站app这不是理想的，但是它发生了，您不能花所有的时间担心它。

It's more important to focus on why these customers are leaving you for your competition. Are they a bad fit for your business? Or, is it something you're doing that's pushing them away?

Once you can figure out the cause, you'll know which customers you should work to keep, and which ones are going to leave your business anyways.

3.登机失败

对于某些企业来说，客户流失在客户旅程开始时进行。那是因为这些公司通常不提供教会客户如何使用产品或服务的入职计划。这意味着客户需要弄清产品的工作原理以及如何满足他们的需求。

如果您要购买米饭，则可能只需要在盒子侧面打印一组方向即可。但是，如果您要为经营业务的软件支付数千美元，那么您可能会从软件提供商那里获得更多。bob电竞官方下载在这些情况下，您甚至可能会为您提供入职专家，他们可以教您如何使用产品以及如何为您的短期和长期需求进行个性化。

4. Desired Feature or Functionality

顾客crave personalized experiences, which means most will expect your brand to create new features or products that solve their needs. If you have a diverse customer base, some may be disappointed when you roll out a new product or feature that feels irrelevant to their goals. While this new product may be great for the majority of your target audience, there may be a lingering segment that feels your brand is going in a different direction than what they expected.

这是一种客户流失的类型，并不总是一件坏事。如果您的品牌实际上朝着新的方向发展，那么这可能会以某些客户流失为代价。只需确保积极监视您的流失率即可确保其上升不会高于您最初的预期。

5.公bob全站app司关闭

If you're a B2B business, then you may have customers that go out of business or merge with another company. Most of the time, these instances are unavoidable and are part of working in a B2B environment. This is where your客户获取策略变得很重要,因为它平衡你的客户churn rate.

6. Underappreciated Brand Values

类似于“不良适合”的客户，有些人可能与您的品牌价值不符。例如，如果您的公司以提供环保产品而自豪，那bob全站app么您可能会遇到一些不重视这种制造过程的人。取而代之的是，这些客户比购买“绿色”产品更专注于较低的价格和快速交付过程。

So, do you give in and conform to these customers? Or, stand strong with your brand values?

如果您屈服，则可以在短期内节省这些客户。当然，他们一开始会很高兴，但是当新竞争对手降低价格并迫使您远离环保价值时，会发生什么？您是否继续摆脱最初使您的品牌成功的原因？

客户为您的飞轮供电，但是，就像汽车一样，将正确的燃料放入发动机很重要。如果您与目标受众的错误部分相吻合，那么您的品牌将在长期以来遭受痛苦。取而代之的是，他们会从您最忠实的客户那里收集反馈，因为他们将分享与您品牌价值观保持一致的愿景。

7. Plateaued Growth

随着公司的发展，bob全站app它也会改变。您的客户群越来越大，您雇用了更多员工，您可以提供更多吸引更多受众的产品和服务。

这种类型的变化非常适合您的业务，但有时可能以客户流失为代价。例如，假设您最初提供了一种免费产品，您现在意识到，如果客户与另一组产品打包，则将愿意支付。尽管这种变化将带来更多的收入，但您可能最终会失去只想要免费产品的客户。现在他们必须为此付费，他们将继续前往另一家不收费的公司。bob全站app

这是自然客户流失的另一个例子。是的，您一开始就失去客户，但是您正在用新的客户代替他们，这些新客户将为您的产品或服务支付更多费用。

With churn coming in many shapes and sizes, it can be difficult to recognize what's natural churn, what's negative churn, and what isn't churn at all. To make sure you're aware of all types happening at your business, read on to learn how you can identify a pattern of customer churn.

How to Identify Customer Churn

Establish Customer Churn Metrics.

识别客户流失的第一步是确定流失对您公司的意义。bob全站app根据您的业务模型，Churn可能意味着客户取消订阅，卸载您的应用程序或在一定时间后不返回购买产品。

Whatever it is for your business, you'll need a set of metrics to monitor customers that are at risk of leaving your company. That way, you can set clear benchmarks for when you think a customer is about to churn. Once a customer falls below any of those benchmarks, you can reach out to see if there's anything you can do to make them happier.

You can document and track these metrics with集线器's free Customer Service Metrics Calculator, which can help you identify when your churn is getting to an unacceptable rate so your company can course correct.

Download for Free

Gather Customer Feedback.

Sometimes customers will tell you directly when they're unhappy. For example, if you send them anNPS调查after a customer service case, customers will provide feedback about their experience with your brand. And, this feedback is both quantitative and qualitative, so you can easily identify which customers are upset with your business and see why they feel that way.

与您的客户成功团队签到。

Rather than waiting for customers to tell you how they feel, you can dispatch your customer success team to find out for you. It's this team's job to monitor individual accounts and reach out to users who are unhappy with their product or service. That way, your team can immediately clear any roadblocks for customers instead of having them reach out to your support team.

最多customer success teams将定期与客户进行检查。即使他们没有问题要解决，这些会议也是很棒的Sitreps，可为用户感受提供最新信息。随着在这些对话期间发展更多的信任，客户将更有可能表达您对业务的任何担忧。

优先考虑主动客户服务。

积极的客户服务means your business is actively trying to identify and solve problems before they affect the customer experience. During this process, it's common to uncover points of friction that you may not have been aware of before. By correcting these issues, you can see how they influence your churn metrics and whether or not they were a significant cause of customer churn.

监视社区论坛和第三方评论网站。

您可以利用的另一个方便资源是您的community forumas well as third-party review sites. Community forums are where your customers come together to talk about your products and services. If you notice the same users bashing your products again and again, then you know these people are at a higher risk of churn than those who are posting positive comments.

第三方评论也是如此。给您公司最低评级的人是最有可能离开您的业务的人。bob全站app如果可以的话，请回复这些评论，看看您是否通过公司的客户支持渠道之一与客户联系。bob全站app

Now that you know what customer churn looks like at your business, let's talk about what you can do to reduce it.

1.依靠您最好的客户。

对于许多企业而言，解决流失意味着确定最有可能取消的客户池，并重新调整您的努力使他们加入。

但是，哈佛商学院的爱德华·卡特（Edward W.

而不是将时间和资源重定向到保留bob体育苹果系统下载安装any客户生产的边缘,Gupta recommends businesses focus their attention onthe most profitable客户的饮食边缘。

“如果我向最有可能流失的客户提供动机，他们可能不会离开公司，但这对我来说会盈利吗？传统方法专注于减少流失，但我们认为该目标应该是最大化利润，而不是仅仅使利润最大化bob全站app减少搅动，”Gupta解释.

除了将努力重新关注最有利可图的客户外，Gupta还建议您考虑客户对您的重新参与计划做出反应的可能性 - 无论是电话，电子邮件还是更大的促销套餐。

2.主动进行沟通。

通过在需要您的客户之前与您的客户联系，您可以证明您投入了帮助他们从产品或服务中获得最大收益。

But not any old outreach will do. The type of message or resource you send to them should be directly tied to their product or service usage.

For example, if someone signs up for your product or service and you notice that they aren't leveraging all of what's available to them, you might send them a friendly nudge.

After signing up for SEMrush, I received the following email, encouraging me to check out a whole bunch of features I hadn't explored yet:

通过早期浏览这些功能，Semrush能够确保我不会忽略该工具的功能 - 帮助我保持兴趣和活跃。

3. Define a roadmap for your new customers.

新产品或服务入门可能是压倒性的。而且，如果客户无法弄清楚如何将您的产品或服务导航，他们可能会失去兴趣 - 很快。

为了简化过渡，设置一个新客户入职process or roadmap to guide new customers through your product or service's features, functionality, and process. This approach makes it easier to manage customer expectations while giving you complete control over the pace at which you're surfacing more information.

在您的业务帮助下感到有能力取得成功的客户不太可能离开，因此，重要的是，您必须不断地监视和迭代入职过程，并留意障碍者或阻滞剂。

Looking for inspiration? Here are a couple of onboarding emails I received from Grammarly -- after signing up:

Welcome Email

请注意，“欢迎电子邮件”如何介绍许多流行功能，以帮助我使用该工具。

New Products + Features Update

该电子邮件在我注册后大约一周发送，详细介绍了Grammarly的所有最新更新和改进。通过将其发送给新用户，Grammarly能够传达其对改进的承诺，同时为用户使用其服务的一些新方法。

4. Offer incentives.

Give customers a reason to stick around by offering them something special -- a promo, discount, loyalty program, etc. This small effort can go a long way when it comes to showing your existing customers how much you value their business.

在确定何时表现出这些激励措施时，有一些要考虑的事情。首先，您需要考虑客户的时间表：如果他们接近合同的结束，并且您担心他们可能不会续订，提供折扣的续订率可能是他们需要坚持的推动力。

Another thing to consider is the客户的需求. If you predict that a customer is going to cancel after realizing that your product or service isn't what they were looking for, incentivize them to stay onboard while you work on building out a feature or strategy that will help them accomplish their goals.

后者是Baremetrics的人们在收到因缺乏功能而准备取消的客户的反馈后采用的策略。

"We'd offer a discount on their next month of service to tide them over while we finished up what it was they looking for,"Baremetrics的创始人Josh Pigford解释说。

影响？这项小的努力帮助他们节省了准备取消的15％的帐户。

5.经常要求反馈。

Customer frustration, which can ultimately lead to customer churn, surfaces when there is confusion around a product or service or a lack of effective support around a particular issue.

But those concepts are vague. And getting to the root of the specific issues plaguing your business requires you to take the time to collect feedback early and often.

取决于您的业务需求，创建一个客户的反馈意见循环就像设置调查或反馈表并发送电子邮件一样容易。让我们检查一下过去品牌如何完成的一些示例：

美元剃须俱乐部

↓

Wayfair

↓

贝宝

These surveys and rating requests show the customer that you're committed to getting better -- that you're always improving.

围绕客户对产品或服务的经验来获取反馈和见解的另一种方法？在线聊天。

如果您在网站上启用了实时聊天功能，则可以监视这些对话到表面趋势，常见问题解答和常见的障碍，这些障碍可能会阻止您的客户看到产品或服务的全部价值。

6.分析搅拌发生时。

If you're waiting until a customer leaves your business, you're already too late to do anything about it. Instead, you should be using data before customers churn in order to build strategies to proactively prevent it.

无论您在上面的步骤中投入了多少努力，Churn都是任何业务的一部分，它将发生。关键是要利用您的客户（和快乐的客户）预测客户幸福和客户不满的关键迹象，以便您可以与客户互动并在他们搅动之前挽救关系。

首先，从分析开始。顾客什么时候最经常搅动？他们第一次开始使用您的产品或服务后30、60或90天？如果客户在不使用产品或服务的情况下使用特定的天数，会发生流失吗？弄清楚典型客户如何以及何时发生流失。

Then, get feedback as outlined in Step Five above. Are customers leaving for specific reasons? What are their objections that led them to cancel or stop purchasing? Figure out为什么通常会发生流失.

Then, put these trends together so you can forecast churn before it happens, and reach out to those at-risk customers with tailored incentives and offers to re-engage them.

For example, here's an email my colleague,Sophia Bernazzani，连续参加了几个Soulcycle课程后，还没有预定其他任何其他人：

SoulCycle most likely determined that a three-month gap in workout class attendance signaled churn, so they offered her a free class -- which got her back in the door for a few more classes.

7.保持竞争力。

市场状况正在不断变化 - 随着新软件和技术进入该空间，客户的需求和需求将不可避免地发生变化。bob电竞官方下载

企业专注于下一步 - 趋势，技术和产品进步 - 在避免中断或“下一件大事。”

尽管将产品或服务保持在最前沿很重要，但您的客户成功和支持工作仍然具有重要意义也很重要。为了确保您的竞争对手不会打动您，请记下他们的客户成功计划。

Are they responsive to questions on social media? Do they have live chat enabled on their website? Do they have an extensive知识库?

从他们的策略中获取线索可以帮助您的业务更好地为客户服务并保留其忠诚度。

8.提供出色的客户服务。

Of course, a great way to reduce churn is to provide excellent customer service. Your service reps should be empowered to solve for the customer when they're working on fixing an issue or answering a question. This might mean that they have to spend money to make things right with a customer.

您想像的许多大公司，例如亚马逊或Zappos都是庞大的公司，因为它们从一开始就专注于客户服务。

提供出色的客户服务是在竞争对手中脱颖而出并减少客户流失的好方法。

9.在客户周围创建一个社区。

顾客are loyal to brands that have built a community around their products, service, and customers. This means that your marketing team can work on community management by engaging with customers, creating a Facebook group, or even planning events for valuable customers.

当您创建一个社区时，客户倾向于保持更忠诚，这将减少他们在出现问题时搅动的可能性。

10.为您最有价值的客户提供客户成功经理。

减少客户流失的另一种好方法是雇用客户成功经理，以确保所有最有价值的客户得到照顾。

客户成功经理将为客户提供有关如何充分利用产品或服务的提示。此外，它们是您宝贵客户的主要联系点，因此他们可以直接与某人接触，而不是等待前线客户服务代表。

Stop Churn In Its Tracks

Churn can really take a toll on your business -- but only if you allow it to. Reroute your company's trajectory today by applying the tips we outlined above.