Your retention strategy is how you maximize the profitability of each customer. The online men’s clothing retailer offers free returns—free exchanges within 90 days and full refunds within 30 days of purchase. West Path is an ethically sourced clothing brand started by surfers in San Diego.

You can also improve your relationships with customers by sending them a thank you note via email. The second part involves improving parts of your business that can increase customer retention. To find the solution to your problems, you need to first find their root cause.

Ways to Boost Your Customer Retention Rate

Should you want to do this manually, all you need to do is divide the number of customers with more than one purchase by the number of unique customers. 50 percent of high-performing companies have an omnichannel strategy in place, compared to just 18 percent of their lower-performing peers. You’ll learn how they can help your customers with their lightbulb moment. For example, encourage your visitors to sign up (for things like coupons, inside information, notifications about sales, blog content, etc.) via smart form.

how to improve customer retention

Improving customer retention means improving the customer experience. In fact, 77 percent of customers surveyed in our 2021 Customer Experience Trend Report report being more loyal to a company that offers a good customer experience if they have an issue. 72 percent are willing to spend more from a company that offers good customer experiences.

Measuring Customer Retention and Key Metrics

Then you take this number and divide it by the number of customers you had at the beginning of the period. Customers tend to move on for a myriad of reasons, which can include poor customer service, too much friction in the buying process and a lack of perceived value. This is why it’s a good idea to map out the customer journey to know where the leaks are. It’s also a best practice to solicit customer feedback and incorporate it into the company’s larger plans.

how to improve customer retention

This is especially important when the customer experience is an area where you’re being measured against your competitors. They know what to expect and can rely on you to get the work done and help deliver the results they need. For more ideas regarding increasing loyalty through customer marketing, check out the podcast below.

Frequently Asked Questions (FAQs)

Scores of 9 and 10 are “promoters” — customers who actively promote your brand. Scores of 8 and 7 are neutral, and anything under 6 is considered a detractor. This metric measures both how satisfied customers are with your business and how likely they are to recommend or refer your business. There are situations, however, where increasing time between purchases doesn’t indicate an issue.

Identify these areas by focusing on how to create greater convenience for your customers. Tailor the parameters of a loyalty program to your business model and budget. You’ll want to determine your customer lifetime value to create a program that delivers enough value for your customers while maintaining profitability for your company. Existing clients also refer your business to others, creating more customers.