on customer experience
It's ten times cheaper to keep a customer than to get a customer, according to Ryan on. That's why we encourage marketers to include plans for customer retention as well as customer acquisition.
If you need current research to supports your retention programs, read more inby RightNow Technologies and Harris Interactive. She's done the analysis so you don't have to; she writes,
- 87% have stopped doing business with a company that provided a bad experience.
- 84% will tell others about their bad experience—22% of them blog about it or post negative feedback online.
- 58% will pay more for excellence in service—even in a down economy
Yet... apparently vendors are not tuned-in to their customers because:
- 62% of companies don't view the customer experience as critical for the future
Customer retention is the goal of support but also newsletters, articles, books, and other product usage materials. As you consider your 2009 budgets, think about how you will retain your valuable clients... and plan for it.
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