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How to retain customers


The reasons why companies lose customers ('customer attrition' is the marketing jargon for this) are easy to identify in theory, particularly when you take the customer journey approach – examining all the stages in the recruitment process from first contact through to the time when the contract expires and the customer is free to move.

The reasons range from poor customer service in the contact centre or other channel, financial issues – such as affordability or whether the customer was sold the right proposition in the first place, technical issues (e.g. system or equipment failure) and the like.


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