A study has revealed that the majority of retailers in spite of knowing that customer retention is a far better tactic than to run after new ones, have a retention rate of barely twenty percent. In order to improve customer retention, it is essential to prioritize the value that the customer provides over the lifetime. Marketing research anchored by Econsultancy reports that nearly two-thirds of companies feel that improving user experience is the best method of retention. Relationship between brand and users improves with personalization of content. This content can be in the form of emails, push messages, pop-ups or even through social media. Customer profile can be better tracked using business analytics tools which record purchase history, behavioral data and browsing interests. Loyalty must be rewarded through specific incentive based schemes. It is important to construct a team which looks into the softer side of customer retention. 


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