Organizations should always be focusing on customer retention because it is the fastest way to accelerate growth. Your existing customers already know your organization and what you offer, so it is easy to offer them new products and services as well as help them become ambassadors to help you attract new customers. But how much effort are you putting into retaining customers you don’t want? My guess is, too much.
This means you are taking time and effort away from retaining the customers you do want.
Maximizing overall customer retention is not always good. Not all customers are good customers and not all business is good business. It’s only effective if you are retaining the customers you want. I call this concept purposeful customer retention reduction. This is the act of NOT retaining certain customers because they are not your ideal customers. They take time and resources away from your ideal customers so you let them go. Yes, that’s right, you let them go.
Review the chart below and ask yourself (be honest) in which quadrant your organization fits. Do you have deliberate retention efforts focused on your ideal customers (top right quadrant)? If not, you are losing growth opportunities and wasting time. You are putting resources into retaining customers you don’t want, while the ones you do want are walking down the street right in front of you (figuratively speaking).
But have no fear, if you are anywhere but in the top right quadrant, you can get there quickly by answering these questions:
- Who are our ideal customers?
- What value do we offer them?
- What deliberate strategies do we need to employ to attract and retain them?
To what extent are you inadvertently losing important customers while retaining unimportant customers?