How to reduce customer churn

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43 L 48.796875 43 C 48.275261 38.532432 44.604108 35 40 35 z M 40 37 C 43.877484 37 47 40.122516 47 44 C 47 47.877484 43.877484 51 40 51 C 36.122516 51 33 47.877484 33 44 C 33 40.122516 36.122516 37 40 37 z M 18 46 C 10.306206 46 4 52.306206 4 60 L 4 64 L 26.269531 64 C 25.457834 65.84109 25 67.868987 25 70 L 25 74 L 55 74 L 55 71 L 55 70 C 55 67.868987 54.542166 65.84109 53.730469 64 L 76 64 L 76 60 C 76 52.306206 69.693794 46 62 46 C 55.158556 46 49.446319 50.988522 48.257812 57.503906 C 45.884282 55.926028 43.045242 55 40 55 C 36.954758 55 34.115718 55.926028 31.742188 57.503906 C 30.553681 50.988522 24.841444 46 18 46 z M 18 48 C 24.245162 48 29.37815 52.832416 29.921875 58.941406 C 28.934708 59.842395 28.067924 60.868215 27.347656 62 L 6 62 L 6 60 C 6 53.397794 11.397794 48 18 48 z M 62 48 C 68.602206 48 74 53.397794 74 60 L 74 62 L 52.652344 62 C 51.932076 60.868215 51.065292 59.842395 50.078125 58.941406 C 50.62185 52.832416 55.754838 48 62 48 z M 40 57 C 47.153388 57 53 62.846612 53 70 L 53 72 L 27 72 L 27 70 C 27 62.846612 32.846612 57 40 57 z M 8 58 C 7.449 58 7 58.449 7 59 C 7 59.551 7.449 60 8 60 C 8.551 60 9 59.551 9 59 C 9 58.449 8.551 58 8 58 z M 12 58 C 11.449 58 11 58.449 11 59 C 11 59.551 11.449 60 12 60 C 12.551 60 13 59.551 13 59 C 13 58.449 12.551 58 12 58 z M 16 58 C 15.449 58 15 58.449 15 59 C 15 59.551 15.449 60 16 60 C 16.551 60 17 59.551 17 59 C 17 58.449 16.551 58 16 58 z M 20 58 C 19.449 58 19 58.449 19 59 C 19 59.551 19.449 60 20 60 C 20.551 60 21 59.551 21 59 C 21 58.449 20.551 58 20 58 z M 24 58 C 23.449 58 23 58.449 23 59 C 23 59.551 23.449 60 24 60 C 24.551 60 25 59.551 25 59 C 25 58.449 24.551 58 24 58 z M 28 58 C 27.449 58 27 58.449 27 59 C 27 59.551 27.449 60 28 60 C 28.551 60 29 59.551 29 59 C 29 58.449 28.551 58 28 58 z M 52 58 C 51.449 58 51 58.449 51 59 C 51 59.551 51.449 60 52 60 C 52.551 60 53 59.551 53 59 C 53 58.449 52.551 58 52 58 z M 56 58 C 55.449 58 55 58.449 55 59 C 55 59.551 55.449 60 56 60 C 56.551 60 57 59.551 57 59 C 57 58.449 56.551 58 56 58 z M 60 58 C 59.449 58 59 58.449 59 59 C 59 59.551 59.449 60 60 60 C 60.551 60 61 59.551 61 59 C 61 58.449 60.551 58 60 58 z M 64 58 C 63.449 58 63 58.449 63 59 C 63 59.551 63.449 60 64 60 C 64.551 60 65 59.551 65 59 C 65 58.449 64.551 58 64 58 z M 68 58 C 67.449 58 67 58.449 67 59 C 67 59.551 67.449 60 68 60 C 68.551 60 69 59.551 69 59 C 69 58.449 68.551 58 68 58 z M 72 58 C 71.449 58 71 58.449 71 59 C 71 59.551 71.449 60 72 60 C 72.551 60 73 59.551 73 59 C 73 58.449 72.551 58 72 58 z M 30 68 C 29.449 68 29 68.449 29 69 C 29 69.551 29.449 70 30 70 C 30.551 70 31 69.551 31 69 C 31 68.449 30.551 68 30 68 z M 34 68 C 33.449 68 33 68.449 33 69 C 33 69.551 33.449 70 34 70 C 34.551 70 35 69.551 35 69 C 35 68.449 34.551 68 34 68 z M 38 68 C 37.449 68 37 68.449 37 69 C 37 69.551 37.449 70 38 70 C 38.551 70 39 69.551 39 69 C 39 68.449 38.551 68 38 68 z M 42 68 C 41.449 68 41 68.449 41 69 C 41 69.551 41.449 70 42 70 C 42.551 70 43 69.551 43 69 C 43 68.449 42.551 68 42 68 z M 46 68 C 45.449 68 45 68.449 45 69 C 45 69.551 45.449 70 46 70 C 46.551 70 47 69.551 47 69 C 47 68.449 46.551 68 46 68 z M 50 68 C 49.449 68 49 68.449 49 69 C 49 69.551 49.449 70 50 70 C 50.551 70 51 69.551 51 69 C 51 68.449 50.551 68 50 68 z"/></svg> </a> </div> <main id="site-main" class="site-main outer site-main-post has-post-image"> <div class="feature-post-wrapper"> <article class="post-full post tag-customer-and-market-research tag-okrs tag-customer-marketing "> <section class="post-full-content Customer and market research"> <header class="post-full-header"> <div class="post-full-header-wrapper"> <section class="post-full-meta"> <time class="post-full-meta-date" datetime=" 2022-08-12">12 August 2022</time> <span class="reading-time">12 min read</span> </section> <h1 class="post-full-title">How to reduce customer churn</h1> <section class="post-full-meta"> <a href="/tag/customer-and-market-research/">Customer and market research</a> </section> <div class="post-author-with-linkedin-wrapper"> <div class="post-author-wrapper"> <section class="post-full-authors"> <section class="author-card"> <a href="/author/lawrence/"> <img class="author-profile-image" src="/content/images/size/w300/2022/04/Lawrence-Chapman.png" alt="Lawrence Chapman" /> <section class="author-card-content"> <h4 class="author-card-name">Lawrence Chapman</h4> <div class="post-full-footer-right"> <div class="author-card-button">Read More</div> </div> </section> </a> </section> </section> </div> </div> </div> <div class="post-full-image" style="background-image: url(/content/images/2022/07/siora-photography-CkaAkgK5mc4-unsplash--1-.jpg);"> </div> </header> <div class="post-content"> <aside class="toc-container"> </aside> <p>Whether you’re working at a small startup or accomplished organization, customers are the lifeblood of your business.</p><p>The consumers of the products and services we work arduously to bring to market play a quintessential role not only in shaping our existing business operations, but also the vision for our futures.</p><p>So, when customer churn rears its head, this can throw a spanner in the works and impact a company’s short and long-term goals.</p><p>With this in mind, it’s fundamental for companies to continually measure the metrics surrounding customer churn, and solidify its all-important customer retention rates.</p><p>Granted, no business can retain every one of their customers. Nonetheless, this doesn’t mean you can’t put measures in place to reduce churn, in a bid to keep your all-important customer base intact.</p><p>But what exactly is customer churn, how can businesses get the essential info they need, and most importantly, how can companies prevent customers from taking their custom elsewhere?</p><h3 id="what-is-customer-churn"><strong>What is customer churn?</strong></h3><p>Customer churn is a metric highlighting how many of your customer base decided to no longer use your product and/or service, during a certain period.</p><p>Put simply, churn rates will tell you if your customers are staying or going, and this will guide your efforts moving forward.</p><p>After all, if customer churn is low and you’re retaining customers, then your current strategy’s ticking the right boxes, for the most part. On the other hand, if you find yourself in a position whereby customer churn is through the roof, then it’s time to change tack - fast.</p><p>So, what do you need to do to get a hold of the juicy information you need to see if your customers are happy with your efforts, or deciding to seek a solution to their pain points elsewhere?</p><figure class="kg-card kg-image-card"><img src="https://www.customermarketingalliance.com/content/images/2022/07/CMA-Infographics_Basic_Formulas.png" class="kg-image" alt="Churn rate= E divided by S times 100" loading="lazy" width="2000" height="880" srcset="https://www.customermarketingalliance.com/content/images/size/w600/2022/07/CMA-Infographics_Basic_Formulas.png 600w, https://www.customermarketingalliance.com/content/images/size/w1000/2022/07/CMA-Infographics_Basic_Formulas.png 1000w, https://www.customermarketingalliance.com/content/images/size/w1600/2022/07/CMA-Infographics_Basic_Formulas.png 1600w, https://www.customermarketingalliance.com/content/images/size/w2400/2022/07/CMA-Infographics_Basic_Formulas.png 2400w" sizes="(min-width: 720px) 720px"></figure><p>The good news is calculating your churn rate is uber-simple; it’s a case of dividing the number of customers lost during a particular period (represented by E), by the number of customers you had at the beginning of that given period (represented by s).</p><p>For example, if a company has 100 customers at the start of the quarter, and when the second quarter begins this number has decreased to 85, then the churn rate would be 15% because they have 15% fewer customers at the commencement of Q2 than at the start of Q1.</p><h3 id="why-is-it-important-to-reduce-customer-churn"><br><strong>Why is it important to reduce customer churn?</strong></h3><figure class="kg-card kg-image-card"><img src="https://www.productmarketingalliance.com/content/images/2020/08/icons8-team-Ph5_4TnXXYE-unsplash.jpg" class="kg-image" alt loading="lazy"></figure><p>Many companies pour their blood, sweat, and tears into understanding the ins-and-outs of customer churn, and why it’s a fundamental part of their business operations.</p><p>And with good reason; as we alluded to earlier, customers are a vital cog in ensuring the wheels of a business keep on turning, and although the odd customer may slip through the net here and there, when a company loses a lot of customers, they hemorrhage money, and that’s never a recipe for success.</p><p>Many advocate the notion of attracting new customers is much trickier than keeping hold of existing clientele. Once you’ve done the hard work in getting them through the door, reducing churn is essential, as you may well find yourself in a position whereby it’s extremely difficult to win customers back, if they slip through your grasp. The reboarding process is considered notoriously difficult and is also an expensive process for a company.</p><p>Before you start planning to introduce contingency plans in a bid to minimize/reduce churn, it’s important to identify the two types: voluntary churn and involuntary churn.</p><div class="kg-card kg-callout-card kg-callout-card-#F1F3F4"><div class="kg-callout-emoji">🏅</div><div class="kg-callout-text">Enroll in<span> </span><a href="https://certified.productmarketingalliance.com/p/sales-enablement-certified?_ga=2.204131920.1385419488.1653302783-559979617.1652695309&ref=customermarketingalliance.com" style="box-sizing: border-box; margin: 0px; padding: 20px 0px; -webkit-font-smoothing: antialiased; background-color: transparent; color: rgb(255, 255, 255); text-decoration: underline; word-break: break-word;"><strong style="box-sizing: border-box; margin: 0px; padding: 0px; -webkit-font-smoothing: antialiased; font-weight: 700;">Sales Enablement Certified</strong></a><span> </span>and gain key knowledge needed to launch powerful sales enablement programs.<br style="box-sizing: border-box; margin: 0px; padding: 0px; -webkit-font-smoothing: antialiased;"><br style="box-sizing: border-box; margin: 0px; padding: 0px; -webkit-font-smoothing: antialiased;">Join highly-distinguished sales enablement expert Sapphire Reels, and discover how to:<br style="box-sizing: border-box; margin: 0px; padding: 0px; -webkit-font-smoothing: antialiased;"><br style="box-sizing: border-box; margin: 0px; padding: 0px; -webkit-font-smoothing: antialiased;">👊 Convey the importance of sales enablement and sell it to key stakeholders.<br style="box-sizing: border-box; margin: 0px; padding: 0px; -webkit-font-smoothing: antialiased;">🔥 Design a sales enablement program from scratch in line with business objectives and sales needs.<br style="box-sizing: border-box; margin: 0px; padding: 0px; -webkit-font-smoothing: antialiased;">🚀 Launch and iterate on sales enablement programs.<br style="box-sizing: border-box; margin: 0px; padding: 0px; -webkit-font-smoothing: antialiased;">🤑 Communicate the impact of sales enablement on the business and revenue generation.<br style="box-sizing: border-box; margin: 0px; padding: 0px; -webkit-font-smoothing: antialiased;"><br style="box-sizing: border-box; margin: 0px; padding: 0px; -webkit-font-smoothing: antialiased;"><a href="https://certified.productmarketingalliance.com/p/sales-enablement-certified?_ga=2.204131920.1385419488.1653302783-559979617.1652695309&ref=customermarketingalliance.com" style="box-sizing: border-box; margin: 0px; padding: 20px 0px; -webkit-font-smoothing: antialiased; background-color: transparent; color: rgb(255, 255, 255); text-decoration: underline; word-break: break-word;"><strong style="box-sizing: border-box; margin: 0px; padding: 0px; -webkit-font-smoothing: antialiased; font-weight: 700;">Refine your strategies</strong></a></div></div><h3 id="involuntary-vs-voluntary-churn"><strong>Involuntary vs voluntary churn</strong></h3><p>Involuntary churn is when a customer’s access to a product or service is ended by the company itself.</p><p>For example, if payment methods can’t be processed, or the customer is violating the terms and conditions of their contractual agreement, these are typically considered suitable grounds for the company to bring an agreement to a close. As the name suggests, the customer is involuntarily ending their association with the company, and the decision is taken out of their hands.</p><p>Conversely, voluntary churn is when the customer takes it upon themselves to stop using the product or service. This can be attributed to factors such as poor service quality or financial reasons. Unlike involuntary churn, a conscious decision is made by the customer to end the agreement on their own accord, i.e. they volunteer to relinquish their access to the company’s services.</p><h3 id="common-causes-of-customer-churn"><strong>Common causes of customer churn</strong></h3><p>Whether a customer churns voluntarily or involuntarily, a root cause can always be attributed to why they’re no longer a part of a company’s client base - a customer doesn’t just decide to leave with no good reason.</p><p>Let’s explore a selection of reasons for customer churn.</p><h3 id="pricing"><strong>Pricing</strong></h3><figure class="kg-card kg-image-card"><img src="https://www.productmarketingalliance.com/content/images/2020/08/stephen-phillips-hostreviews-co-uk-em37kS8WJJQ-unsplash.jpg" class="kg-image" alt loading="lazy"></figure><p>Nailing your <a href="https://www.productmarketingalliance.com/how-to-identify-a-suitable-pricing-strategy/?ref=customermarketingalliance.com">pricing strategy</a> isn’t only important for a successful product launch, it’ll contribute a great deal to pleasing the customers who are a part of your target market.</p><p>In many ways, pricing is tricky, because everyone’s bound by varying degrees of financial boundaries. However, you can get the golden nuggets of information you need by speaking with your audience, understanding their respective budgets, helping you create a product that A) will solve their problem, and B) won’t break their bank account.</p><p>If prospective customers believe your product is overpriced, then they’ll seek a lower-priced alternative, and you’ll be left kicking your heels, while your competitor benefits from poor planning.</p><p>That said, it isn’t only overpriced products you need to think about. If you release an offering and it’s ludicrously cheap, this can make them think twice about whether your product is credible, and they may be tempted to pay marginally higher prices with another provider to secure a product they perceive to be of higher quality.</p><h3 id="poor-customer-service"><strong>Poor customer service</strong></h3><figure class="kg-card kg-image-card"><img src="https://www.productmarketingalliance.com/content/images/2020/08/petr-machacek-BeVGrXEktIk-unsplash.jpg" class="kg-image" alt loading="lazy"></figure><p>Have you ever bought a product, encountered technical difficulties, and experienced a thoroughly forgettable experience when you’ve sought help?</p><p>If so, you’ll be au fait with one of the main reasons so many companies experience high levels of customer churn.</p><p>Bringing an awesome product to the customer is just a piece of a pretty large puzzle. You can have the greatest product on the market, but if your customer support network is appalling, this’ll have a profound impact on user experience, and before you know it, there’ll be here one minute, and gone the next.</p><p>Ask yourself truthfully: if a customer experienced a problem and needed technical support, could they get the help they need quickly, efficiently, and practically? If you’re unable to answer with a resounding ‘yes’, then go back to the drawing board, and start from scratch, because poor customer service will more often than not have one outcome - sky-high churn rates.</p><h3 id="lack-of-customer-engagement"><strong>Lack of customer engagement</strong></h3><figure class="kg-card kg-image-card"><img src="https://www.productmarketingalliance.com/content/images/2020/08/quino-al-4SNUcHPiC8c-unsplash.jpg" class="kg-image" alt loading="lazy"></figure><p>The customer journey doesn’t end when they hand over your cash and receive your product or service; companies need to show a vested interest in engaging with their customers to create an emotional bond between their brand and their clientele.</p><p>When brands engage with their customers, this makes them feel special, and prompts customers to buy on a more consistent basis and promote a company’s products and services on a broader scale; it’s an essential element of a successful strategy.</p><p>When companies don’t engage with their customer base, people have no emotional ties with the organization and this makes the decision to seek an alternative far easier than if they’re being treated well.</p><p>You wouldn’t want to be somewhere where you don’t feel welcome. If it isn’t good enough for you, why should it be good enough for your customers?</p><h3 id="your-product-doesn%E2%80%99t-deliver"><strong>Your product doesn’t deliver</strong></h3><figure class="kg-card kg-image-card"><img src="https://www.productmarketingalliance.com/content/images/2020/08/markus-spiske-yUTgdQkbd7c-unsplash.jpg" class="kg-image" alt loading="lazy"></figure><p>Patience is a rare trait amongst consumers; customers want and expect immediate gratification. It may be a bitter pill to swallow, but if your product isn’t up to scratch, you’re running the risk of losing custom.</p><p>Ultimately, a customer purchases a product to solve their pain point: if their eyesight is bad, then they’ll buy a pair of glasses, if they’re bored of watching the television and need something else to entertain them, they may buy a book, if their car’s too small for the family, they’ll head to the dealership and buy a new one.</p><p>It’s a perpetual cycle that’s showing no signs of slowing.</p><p>When a buyer has a problem, signs up for your product, and it doesn’t tick the boxes, they jump ship and look for something that does do what they expect it to - it’s one of the biggest contributors to customer churn rates.</p><h3 id="flaws-glitches-and-bugs"><strong>Flaws, glitches, and bugs</strong></h3><figure class="kg-card kg-image-card"><img src="https://www.productmarketingalliance.com/content/images/2020/08/michael-geiger-JJPqavJBy_k-unsplash.jpg" class="kg-image" alt loading="lazy"></figure><p>Customers buy a product to make their life easier and from a business perspective, to improve their levels of customer service.</p><p>For example, social media scheduling tools offer two-fold benefits to companies, as they allow teams to deliver content en-masse and save time, whilst also keeping their customers up to date with key developments.</p><p>When there are technical issues with a product or service, however, this has a domino effect; the provider suffers, and customers relying on the service can lose trust, prompting them to perhaps seek an alternative, to avoid a repeat occurrence.</p><h3 id="your-product%E2%80%99s-deemed-a-luxury"><strong>Your product’s deemed a luxury</strong></h3><p>When the purse strings need tightening, key stakeholders sit down, consider their outgoings, and make a list of what to keep, and what to sacrifice.</p><p>Unfortunately, for some companies, their products don't survive the cull, and they’ve deemed an unnecessary expense that can be chopped from the monthly bill.</p><h3 id="proven-customer-churn-techniques"><strong>Proven customer churn techniques</strong></h3><p>We’ve cherry-picked just some of the contributory factors associated with customer churn rates, but ultimately, identifying ways to stop customers from leaving is what matters for you and your business.</p><p>Check out some ways you can reduce customer churn and boost those all-important retention rates.</p><h3 id="act-on-customer-feedback"><strong>Act on customer feedback</strong></h3><p>Sure, it’s the biggest cliche in the book, but you need to put the customer’s needs first; if they’re not happy, you’re leaving yourself susceptible to higher churn rates.</p><p>You mustn’t make decisions based on assumptions; <a href="https://www.productmarketingalliance.com/the-what-why-and-how-of-customer-market-feedback/?ref=customermarketingalliance.com">speak with your customers</a> and validate your thoughts. By communicating with customers, they’ll see you’re putting their best interests first, increasing morale, and brand loyalty.</p><p>Whether it’s customer advisory boards or focus groups, make the most of customer insights to gain an understanding of what your customer's thoughts are now, and where you can improve your products in the future.</p><p>And feedback isn’t always based solely on what you didn’t do right. For example, the customer feedback may reveal that your USP didn’t catch the attention of your audience at all, and they preferred another feature, in which case, your brand positioning and messaging can be tweaked, accordingly.</p><p>Acting proactivity, as opposed to reactively, this allows you to rectify potential hiccups before they happen, instead of picking up the pieces further down the line.</p><h3 id="incentivize-customers"><strong>Incentivize customers</strong></h3><figure class="kg-card kg-image-card"><img src="https://www.productmarketingalliance.com/content/images/2020/08/rebecca-aldama-RzLBQH73I7Y-unsplash.jpg" class="kg-image" alt loading="lazy"></figure><p>Incentives attribute value to your customers, and in turn, enhance overall satisfaction.</p><p>As we mentioned before, winning customers back is hard. Rewarding your customers for using your product suits both parties: they’re often enticed by the freebie, and you keep them out of the clutch of your competitors.</p><p>For example, have you ever gone to McDonald's over Burger King because you’re one stamp away from a free coffee, despite the fact Burger King is down the block, and McDonald's is a 10-minute walk away?</p><p>In that case, you have first-hand experience of the powers of customer incentives.</p><h3 id="personalization"><strong>Personalization</strong></h3><p><em>Hi,</em></p><p><em>[Company X] has a brand-new range of products you may be interested in.</em></p><p><em>Click HERE for more information.</em></p><p><em>Thanks</em></p><p><em>[the company X team]</em></p><p>Boring, generic, impersonal; were your first impressions of this email the same as ours? 🥱</p><p>Let’s try this on for size, instead:</p><p><em>Hi David!</em></p><p><em>We’ve checked out your previous purchases, and have picked a few brand-new products from our range that we think you’ll love!</em></p><p><em>And because we’re in a giving mood, here’s a 20% discount code for you to save some cash, but be quick - this offer expires this weekend!</em></p><p><em>Take care,</em></p><p><em>Your friends at [company name]</em></p><p>By addressing the recipient with their first name, including tailored product suggestions for the customer, as well as an incentive of a limited time only voucher, the second email is much friendlier, less generic, and feels as though a person is talking to the customer, whereas the first draft could well apply to anyone in the database. 👍</p><p>Customers are interested in relevance; if they’re targeted with products that aren’t appropriate for their age, demographic, price budget, etc. then the likelihood is they’ll focus their attention on companies who take the time to learn about what they want, and more importantly, deliver it to them.</p><p>Impersonal messaging is suggestive that your company hasn't taken the time to learn about the customer and their requirements, and they’ll be made to feel like a mere statistic, a cog in a wheel.</p><h3 id="introduce-an-action-plan"><strong>Introduce an action plan</strong></h3><p>When you experience customer churn, it’s essential to have an action plan in place to try and understand why they churned, how you prevent a repeat occurrence, and what you can do to keep your existing customers happy.</p><h3 id="identify-the-problem"><strong>Identify the problem</strong></h3><p>Ultimately, an action plan must establish where things began to unravel for your company, and why the person decided to take their custom elsewhere. Sometimes, companies can be embarrassed about reaching out and asking churned users why they’re not happy with the product or service provided, but so long as you approach the customer the right way, many will be happy to reciprocate and provide feedback to help you identify your flaws.</p><h3 id="use-your-findings"><strong>Use your findings</strong></h3><figure class="kg-card kg-image-card"><img src="https://www.productmarketingalliance.com/content/images/2020/08/aaron-burden-AXqMy8MSSdk-unsplash.jpg" class="kg-image" alt loading="lazy"></figure><p>There are times when companies find out information and decide to ignore it because it isn’t what they want to hear.</p><p>Develop a thick skin, listen to criticism, and use the feedback and findings to improve your future strategy. After all, what’s the point in looking for an answer, only to hide from the truth?</p><h3 id="share-your-knowledge"><strong>Share your knowledge</strong></h3><figure class="kg-card kg-image-card"><img src="https://www.productmarketingalliance.com/content/images/2020/08/kelly-sikkema-XX2WTbLr3r8-unsplash.jpg" class="kg-image" alt loading="lazy"></figure><p>Customer success teams play a critical role in establishing an understanding of how customer churn is affecting a business, yet you need to ensure that every team across the business is informed of your findings.</p><p>Always be sure to share insights, and communicate essential information to enhance your offerings. For instance, if it becomes clear a particular product feature has flopped, it’s fundamental to communicate this to your product team so they can learn from their error.</p><p>Similarly, if the customer has churned because they aren’t happy with the standard of service from your sales team, consider <a href="https://www.productmarketingalliance.com/using-training-to-facilitate-cross-departmental-knowledge/?ref=customermarketingalliance.com">internal training</a> to equip them with the level of expertise they need to provide a seamless customer experience.</p><h3 id="go-above-and-beyond"><strong>Go above and beyond</strong></h3><figure class="kg-card kg-image-card"><img src="https://www.productmarketingalliance.com/content/images/2020/08/reinaldo-kevin-dtQf0np7fyA-unsplash.jpg" class="kg-image" alt loading="lazy"></figure><p>Regardless of your customer’s core reasons behind investing in a product, they’ll always appreciate getting more than they bargained for.</p><p>Additional services offered at no additional cost can make the world of difference in convincing your customers you’re the right fit for them and that you have their best interests at the forefront of your mind.</p><p>For example, a customer may enroll in a webinar on OKRs. Why not send them a complimentary eBook to supplement their learning?</p><p>Small, yet significant details such as these will go a long way to building trust and confidence amongst your customers, and they’ll be inclined to stick around for much longer.</p><p>Customer churn is a problem within the business that isn’t going away anytime soon. However, if you understand it, prepare for it, and introduce relevant measures, the impact on your business can be managed, via cross-team collaboration.</p><h3 id="want-to-learn-more"><strong>Want to learn more?</strong></h3><p>Product marketing is and always will be a customer-centric role. A core part of your job is to value the voice of the customer and advocate for their wants, needs, and pain points. It’s your responsibility to make them feel heard. Therefore, customer marketing is an integral part of what you need to do to ensure that you’re staying true to this.</p><p>The <a href="https://certified.productmarketingalliance.com/p/customer-marketing-certified?ref=customermarketingalliance.com">Customer Marketing Certified: Masters</a> course has been designed to give you invaluable, practical insights into streamlining your customer marketing approach so that you can ensure that:</p><ul><li>Your customers are happy,</li><li>Your products are the best they truly can be,</li><li>Your brand reputation is consistently positive, and</li><li>That you bring in increased revenue for your organization.</li></ul><p>So what are you waiting for?</p><div class="kg-card kg-button-card kg-align-center"><a href="https://www.customermarketingalliance.com/influitive-team" class="kg-btn kg-btn-accent">Enrol today</a></div> </div> <aside class="post-upgrade-cta hidden-upgrade"> <div class="post-upgrade-cta-content"> <img src="/content/images/2024/07/android-chrome-192x192--1--1.png" alt="Customer Marketing Alliance icon" class="site-logo" /> <h2>Like what you see? Then check out tonnes more.</h2> <p class="post-upgrade-cta-desc"> From exclusive content by industry experts and an ever-increasing bank of templates, to 100s of hours’ worth of presentations and mentors, our membership plans are packed with awesome sales enablement resources. </p> <div class="post-upgrade-buttons-wrapper"> <a class="button large primary" href="/signup/">Subscribe now</a> <a class="button large primary" href="/membership/">Learn more</a> </div> </div> </aside> <aside class="post-upgrade-cta get-cert-cta" style="display:none;"> <div class="post-upgrade-cta-content"> <img src="/content/images/2024/07/android-chrome-192x192--1--1.png" alt="Customer Marketing Alliance icon" class="site-logo" /> <h2>Get product marketing certified.</h2> <p class="post-upgrade-cta-desc"> PMMC™ unleashes product marketers’ potential. Lauded by leading lights like Facebook and HubSpot, it offers expert insights, priceless tuition, and awesome resources. No topic missed. No page unturned. </p> <div class="post-upgrade-buttons-wrapper"> <a class="button large primary" href="https://certified.productmarketingalliance.com/p/product-marketing-certified-core" target="_blank">Get certified</a> </div> </div> </aside> <section class="post-full-authors post-full-authors-with-bio"> <section class="author-card"> <div class="post-full-authors-content"> <p>Written by: </p> </div> <a href="/author/lawrence/"> <img class="author-profile-image" src="/content/images/size/w300/2022/04/Lawrence-Chapman.png" alt="Lawrence Chapman" /> <section class="author-card-content"> <h4 class="author-card-name">Lawrence Chapman</h4> <div class="post-full-footer-right"> <div class="author-card-button">Read More</div> </div> </section> </a> </section> </section> </section> <section class="subscribe-form"> <p>Get industry insights</p> <form data-members-form="subscribe"> <input data-members-email type="email" required="true" placeholder="youremail@example.com" /> <br> <button type="submit">Join</button> </form> </section> <aside class="read-next"> <aside class="read-more-wrap outer"> <header class="read-next-card-header"> <h3><span>More in</span> <a href="/tag/customer-and-market-research/">Customer and market research</a></h3> </header> <div class="read-more inner"> <article class="post-card"> <a class="post-card-image-link" href="/five-strategies-for-an-anti-fragile-approach-to-marketing-what-your-cmo-should-know/"> <img class="post-card-image" src="/content/images/size/w800/2024/11/5-strategies-for-an-anti-fragile-approach-to-marketing---What--your-CMO-should-know.png" alt="5 strategies for an anti-fragile approach to marketing: What your CMO should know" /> </a> <div class="post-card-content"> <div class="post-visibility-public" href="/signin">Members-only</div> <a class="post-card-content-link" href="/five-strategies-for-an-anti-fragile-approach-to-marketing-what-your-cmo-should-know/"> <header class="post-card-header"> <h2 class="post-card-title">5 strategies for an anti-fragile approach to marketing: What your CMO should know</h2> </header> <section class="post-card-excerpt"> <p>During a recession, it’s inevitable that budgets are cut, teams reduced, and plans scaled back. And it’s often marketing that gets the first cuts. But here, we have the tools you need to take a proactive approach to shoring up your marketing budgets, making them anti-fragile and recession-proof....</p> </section> </a> <footer class="post-card-meta"> <ul class="author-list"> </ul> <span class="reading-time">10 min read</span> </footer> </div> </article> <article class="post-card"> <a class="post-card-image-link" href="/set-up-a-customer-marketing-function-the-first-30-days/"> <img class="post-card-image" src="/content/images/size/w800/2024/06/nel-ranoko-tXNplGKQeyY-unsplash--1-.jpg" alt="Set up a customer marketing function: The first 30 days" /> </a> <div class="post-card-content"> <div class="post-visibility-public" href="/signin">Members-only</div> <a class="post-card-content-link" href="/set-up-a-customer-marketing-function-the-first-30-days/"> <header class="post-card-header"> <h2 class="post-card-title">Set up a customer marketing function: The first 30 days</h2> </header> <section class="post-card-excerpt"> <p>Getting started from scratch is never easy. At first, building your customer marketing function may seem like an overwhelming task to take on. But we've got your back. Keep these key ideas in mind, and you’ll nail it the first time round....</p> </section> </a> <footer class="post-card-meta"> <ul class="author-list"> </ul> <span class="reading-time">7 min read</span> </footer> </div> </article> <article class="post-card"> <a class="post-card-image-link" href="/privacy-vs-personalization-in-customer-marketing/"> <img class="post-card-image" src="/content/images/size/w800/2024/06/dayne-topkin-u5Zt-HoocrM-unsplash--1-.jpg" alt="Privacy vs personalization: Striking the balance with customer marketing techniques" /> </a> <div class="post-card-content"> <div class="post-visibility-public" href="/signin">Members-only</div> <a class="post-card-content-link" href="/privacy-vs-personalization-in-customer-marketing/"> <header class="post-card-header"> <h2 class="post-card-title">Privacy vs personalization: Striking the balance with customer marketing techniques</h2> </header> <section class="post-card-excerpt"> <p>With personalization being so important, how do you accomplish it without compromising your customer’s data or privacy? Let's go through some strategies to give you the data-driven campaign of your dreams without compromising privacy....</p> </section> </a> <footer class="post-card-meta"> <ul class="author-list"> </ul> <span class="reading-time">5 min read</span> </footer> </div> </article> </div> </aside> </aside> </article> </div> </main> <div class="floating-header"> <div class="floating-header-logo"> <a href="https://www.customermarketingalliance.com"> <img src="/content/images/size/w100/2024/07/android-chrome-192x192--1--1.png" alt="Customer Marketing Alliance icon" /> <span>Customer Marketing Alliance</span> </a> </div> <span class="floating-header-divider">—</span> <div class="floating-header-title">How to reduce customer churn</div> <div class="floating-header-share"> <a class="floating-header-share-tw" href="https://twitter.com/share?text=How%20to%20reduce%20customer%20churn&url=https://www.customermarketingalliance.com/how-to-reduce-customer-churn/" onclick="window.open(this.href, 'share-twitter', 'width=550,height=235');return false;"> <?xml version="1.0" encoding="iso-8859-1"?> <svg viewBox="0 0 24 24" aria-hidden="true" class="r-18jsvk2 r-4qtqp9 r-yyyyoo r-16y2uox r-8kz0gk r-dnmrzs r-bnwqim r-1plcrui r-lrvibr r-lrsllp"> <g> <path d="M18.244 2.25h3.308l-7.227 8.26 8.502 11.24H16.17l-5.214-6.817L4.99 21.75H1.68l7.73-8.835L1.254 2.25H8.08l4.713 6.231zm-1.161 17.52h1.833L7.084 4.126H5.117z"> </path> </g> </svg> </a> <a class="floating-header-share-fb" href="https://www.facebook.com/sharer/sharer.php?u=https://www.customermarketingalliance.com/how-to-reduce-customer-churn/" onclick="window.open(this.href, 'share-facebook','width=580,height=296');return false;"> <svg xmlns="http://www.w3.org/2000/svg" viewBox="0 0 32 32"><path d="M19 6h5V0h-5c-3.86 0-7 3.14-7 7v3H8v6h4v16h6V16h5l1-6h-6V7c0-.542.458-1 1-1z"/></svg> </a> <a class="floating-header-share-linkedin" href="https://www.linkedin.com/shareArticle?mini=true&url=https://www.customermarketingalliance.com/how-to-reduce-customer-churn/" onclick="window.open(this.href, 'share-facebook','width=580,height=496');return false;"> <?xml version="1.0" encoding="utf-8"?>  <svg version="1.1" xmlns="http://www.w3.org/2000/svg" xmlns:xlink="http://www.w3.org/1999/xlink" x="0px" y="0px" viewBox="0 0 20 20" style="enable-background:new 0 0 20 20;" xml:space="preserve"> <g> <g> <path class="st0" d="M18.5,0h-17C0.7,0,0,0.6,0,1.4v17.1C0,19.4,0.7,20,1.5,20h17c0.8,0,1.5-0.6,1.5-1.4V1.4C20,0.6,19.3,0,18.5,0 z M5.9,17H3V7.5h3V17z M4.4,6.2c-1,0-1.7-0.8-1.7-1.7c0-0.9,0.8-1.7,1.7-1.7c0.9,0,1.7,0.8,1.7,1.7C6.2,5.4,5.4,6.2,4.4,6.2z M17,17h-3v-4.6c0-1.1,0-2.5-1.5-2.5c-1.5,0-1.8,1.2-1.8,2.5V17h-3V7.5h2.8v1.3h0c0.4-0.8,1.4-1.5,2.8-1.5c3,0,3.6,2,3.6,4.5V17z" /> </g> </g> </svg> </a> </div> <progress id="reading-progress" class="progress" value="0"> <div class="progress-container"> <span class="progress-bar"></span> </div> </progress> </div>  <link rel="stylesheet" href="https://cdnjs.cloudflare.com/ajax/libs/tocbot/4.11.1/tocbot.css" />  <script src="https://cdnjs.cloudflare.com/ajax/libs/tocbot/4.11.1/tocbot.min.js"></script> <script> if (window.isTOCenabled) { document.querySelector('.toc-container').innerHTML = '<div class="toc"></div>'; tocbot.init({ tocSelector: '.toc', contentSelector: '.post-content' }); } </script> <div class="footer"> <div class="footer-wrapper"> <div class="site-footer-content"> <div class="site-footer-content-logo"> <a href="/"> <img src="https://www.customermarketingalliance.com/assets/img/sales/CMA%20FULL%20LOGO%20WHITE.svg?v=49cb5bde65" /> </a> </div> <div class="site-footer-content-title"> Our mission is plain and simple. 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