By: Chris Truitt
Many of us think of business as a complex organism with many moving parts. While this is certainly true, business concepts can be simplified to two main objectives, Customer Acquisition and Retention. Acquiring customers isn't easy and can often be a costly endeavor. Retaining customers is often a matter of listening to your customer's concerns, understanding their needs and putting your business in a position to meet these needs.
This is perhaps one of the most over used terms of 2015 and we're only half way through the year. I personally don't know of another way to think. But before we plan for the future we must live in the present and deal with the problems of today. This is not shortsighted. Thinking forwardly without dealing with the issues right in front of you would be shortsighted.
Act on Customer Feedback
An important component of forward thinking is strategy. Your strategy for improving your business has to be based on an clear understanding of what is working, what is not working and what needs to be improved. But how can business leaders definitively know and quantify the things that aren't working? The answer to this is customer feedback. Consider surveying existing customers and customers that request to cancel. Retention managers should immediately know the top four reasons for customer cancellation at any time. This is valuable data and insight to your customer's thinking that can be applied to modify your retention efforts and to improve your business processes.
Truitt is a seasoned Email Deliverability Manager.As Manager of
Deliverability, Chris has tripled the size of his team, written policies
and processes to improve inbox delivery to enhance the customer
experience. As a pragmatist, Chris has a result oriented approach
to business. If a process does not render desired results, he will not
hesitate to alter course or tweak his procedure. He is a proponent of
interdepartmental cooperation and sharing resources. His community
philosophy is appreciated by his colleagues, as he looks to assess how
the change he implements affects others. Chris knows that strong
decisive leadership is the cornerstone of a thriving organization.