The arithmetic
Winning a new customer typically costs several times more than keeping an existing one. A 5% improvement in retention compounds through repeat purchases and referrals in a way a single new sale does not.
Habits that cost nothing
Most retention is operational, not marketing.
- Answer the phone and reply to email the same day
- Tell customers when something will be late, before they ask
- Fix mistakes fast and without argument
- Ask for feedback and visibly act on it
Measure it
Track repeat purchase rate quarterly. If you cannot tell whether customers come back, you cannot tell whether anything you do is working.
Want this reviewed for your business?
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