Most marketing studies are based on the first stages of the sales funnel, both awareness, and acquisition of new customers, but what about the last part of the sales funnel, customer retention, loyalty, and reducing churn?
Why are customer retention and loyalty crucial in B2B marketing?
Customer retention is the process of keeping customers engaged and satisfied with your products or services. On the other hand, customer loyalty is the result of a strong and positive relationship between a customer and a brand. Here are 4 benefits of the above:
- Repeat Business: Retaining customers leads to repeat business, which is crucial for the long-term success of any B2B organization. Repeat customers are more likely to purchase from you again and again, providing a steady stream of revenue and reducing the costs associated with acquiring new customers.
- Increased Profitability: Loyal customers are more likely to purchase more frequently, spend more, and refer others to your brand, which can increase your overall profitability.
- Improved Customer Experience: By retaining customers and fostering loyalty, you can provide a better customer experience, which can lead to increased satisfaction and loyalty.
- Competitive Advantage: Providing a better customer experience and fostering loyalty can give you a competitive advantage, as customers are more likely to choose your brand over competitors.
What do we understand by Churn?
We understand churn as the rate at which customers stop using your products or services. It can have a significant impact on your bottom line, and it is essential to take steps to reduce it. For some industries, it is a basic metric for assessing business success, as it has a direct impact on turnover. This is the case for subscription-based services.
In the B2B (business-to-business) segment, perhaps the best example is SaaS platforms. For the end consumer, we can think of telephony or subscription television companies, to name just the most common services.
Thinking about what Churn is and how it is used, brings an important lesson: to properly monitor this metric, it is crucial that the company has efficient controls to manage its customers.
In practical terms, the ideal is for the company to adopt a good CRM and other necessary tools to adequately record and monitor the customer’s purchase history and contacts.
So why is it so important to reduce churn?
1. Increased revenue: By reducing churn, you can increase the lifetime value of your customers and increase revenue. Retaining customers can lead to repeat business, increased frequency of purchases and increased spending.
2. Cost savings: Acquiring new customers is expensive, and reducing churn can help reduce the costs associated with customer acquisition. By retaining existing customers, you can save on marketing, advertising and sales costs.
3. Competitive advantage: Reducing customer churn can also give you a competitive advantage. By providing a better customer experience and retaining customers, you can differentiate yourself from your competitors and establish a positive reputation in your industry.
At Roiward we are no strangers to this, which is why our platform is ideal for improving the relationship with existing customers, making it more solid and giving it the vitality needed to reduce churn or reactivate lost or inactive customers.
We offer the ability to create incentivized marketing campaigns, monitor and have clear visibility of customer behavior, as well as provide customer service when needed. Let’s remember that our data and event traceability (for more information you can read this article) allows us to verify or guarantee that our customer has received and redeemed their incentive.
If not, Roiward returns part of this investment increasing the ROI of the campaign. Roiward is positioned in the market for this value proposition and for giving the possibility to send vouchers or gift cards and physical products directly from the Amazon catalog with which we are integrated. Our latest feature is sending trips to destinations chosen by the end customer called Free Flight (for more information you can read this article).