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Home » Articles » Understanding low retention rates and how you can deal with them

Understanding low retention rates and how you can deal with them

Retaining clients is vital to the long-term growth of your business. A company’s success usually depends on keeping an eye on a low retention rate of clients. Business owners are enhancing their retention tactics to keep up with the competition.

Organizations employ customer retention strategies to prevent clients from leaving or switching to a rival business. Any firm that wants to grow should prioritize increasing client loyalty.

Keeping your customer retention rates above average is crucial for success. This is why understanding what retention rate means and how important it is in keeping your business going are vital in ensuring that your company wins in the market.

What is retention rate?

Retention rate is the essential indicator used to define the percentage of people who continue using your product or service over a specified period.

The benefits of maintaining a good retention rate

The main reason businesses are driven to determine low retention rates is to formulate a strategy to increase profits. More consumers mean more purchases, which leads to more earnings. 

It is generally accepted that acquiring new clients is at least five times more expensive than keeping your current clientele. To stay afloat, a company must, at the very least, recover its client acquisition cost by avoiding a low customer retention rate.

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One of your company’s essential assets is maintaining your customers’ satisfaction rate. Without it, you would be unable to drive efforts to keep your business successful or accomplish your business goals.

What is retention rate

What causes a low retention rate?

A low retention rate indicates that your current clients are not quite into the value of your product. It is a sign of a bucket leak on your sales funnel. They will continue to churn regardless of how many customers you gain through your acquisition approach.

Businesses lose clients due to subpar customer retention efforts or a complete lack of a customer retention plan.

Some of the main causes of low retention rate in customers are

  • Poor customer service,
  • Lack of customer appreciation,
  • Poor user experience, and 
  • Unresolved product or service issues

Customer retention, lifetime value, and brand loyalty are all impacted by how your clients feel about your business. According to Zendesk, 81% of customers have stopped subscribing to a company because of an unsatisfactory experience. 

How to improve your low retention rate?

If it seems like you have an unexpectedly low retention rate, here are three straightforward retention techniques that can help you raise your rate:

1. Identifying canceled vs. churned customers

Though “churned” and “canceled” appear to be different terms for the same situation, they are not. Customers who have churned have ceased paying a business and stopped utilizing the service.

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Businesses lose out on the potential to keep clients when they give up trying to cancel them. 32% of customers reportedly stop buying from a brand they love after just one negative experience.

On the other hand, a canceled customer has informed a business of their intention to quit using a service, and they will likely churn soon unless they change their mind.

How to improve your low retention rate

2. Collecting feedback

If you do not understand why your customers are leaving, you cannot adequately address your low retention rate.

Only one out of every 26 customers who have a negative encounter with a business makes an effort to complain. The other 25 clients merely endure their dissatisfaction and may even use it as an excuse to stop using the services when the time comes.

Companies consistently gathering customer feedback have a better chance of improving their user experience. Customer complaints should be examined and eventually addressed to avoid further annoyance on the client’s part.

3. Studying product analytics

Assessing your product analytics is one of the best ways to learn how people respond to your product. What features encourage engagement can be seen by looking at your customers’ behavioral data. 

Each time a customer interacts with your product, they generate product data. Finding an analytics tool that gives product teams simple access to their own data is the key to making the most of such an important source of knowledge.

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