As a marketer, you work tirelessly to move the needle on what often seems like a laundry list of action items. You review it all from calls hitting the switch, abandon rates, click-through rates, calls per thousand spent, page views per visitor, conversion rates, number of video views, up-sell percentages, average time on site, generated sales/leads per channel and the list goes on – it’s endless!

But when the dust settles are the cost of acquiring a customer higher than the lifetime value of that customer?

Ask yourself what loyalty looks like if your client hasn’t any customer retention process in place or what is there is ineffective, and the lifetime value is less than the cost to acquire? The lack of a solid customer retention program can be the death kneel of a business.

Scott’s Research Data: if a customer in not loyal within the first 90 days there is only a 10% chance they will ever be.

That’s a scary thought when you think about it. Are your client’s customers dropping out the bottom of the customer funnel? If they are, how comfortable are you in regards to that next media campaign? Is that client relationship at risk?

U.S. Customer Experience Index 2015: Which of the following are likely to be your organization’s top priorities over the next 12 months: 75% indicated growing revenues – 73% improving on the experience of their customers – 60% reducing costs. 

It will always be harder to grow your business with clients whose customer database resembles that of a “leaky bucket.” High customer churn and attrition are dangerous in the total equation.

Getting involved with your clients from a customer retention perspective ensures that everyone understands the customer journey, and their role in the customer experience. Creating a customer-centric culture, acquisitions through retention, is a win-win for everyone.

Try it!