Blog: retention

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Retention Marketing is the CPR of Attrition.... Too Little Too Late?

Jan 19 2010

Imagine if the American Heart Association decided to put all their research dollars into CPR techniques instead of healthy diet, exercise, genetics, and heart disease treatments?  

Recently I attended the Cable Television Marketing Association Summit in Denver.   CSG has tremendous clientele in this industry and provides a suite of CSR technology, billing platforms, and other integrated customer interaction services to some of the biggest players in cable.   My team here at Quaero provides Customer Intelligence applications to drive optimized analytics-driven marketing decisions for these companies.  

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Engagement is the New Loyalty

Oct 26 2009

Loyalty is often simplistically defined as an emotional connection with a brand; a continued preference for something that meets a person's needs in a given category. 

In that same vein, attrition is viewed as a point in time "defection" by a customer that consciously and visibly switches to another brand.  In my experience, companies that adopt this crude definition often miss the fact that customers rarely (expect perhaps in membership or subscription oriented business models) think of themselves as having a "relationship" with a company.  Instead they tend to think in a much more pragmatic and transactional way about how your company meets their needs and whether your products deliver value for money.  Viewed from that perspective, attrition is a much more complex and subtle issue and the right measure is "engagement," which is a composite measure of the many individual actions a customer takes on an ongoing basis that touch your brands in ways that lead to purchase. 

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