Flip through these slides to discover how retention, loyalty, and advocacy drive revenue and should be every marketer's biggest focus.

1. Customers Are Your
Prospects, Too
Unlock the Secrets to Keeping Customers
Happy and Coming Back for More

2. The core of any business lies in revenue. For long-term revenue growth,
your brand must focus on the customer.
Despite the known benefits of converting net-new sales, there are huge
repercussions to losing a customer—which is why customer retention,
loyalty, and advocacy, should be every marketer's biggest focus.
Engage Your Customer

3. Sources:
“Avoiding CX Failure Fallout,” 2016, SDL
“The $6 Trillion Opportunity: How Digital Improves Customer Experience,” 2016, Accenture
For every customer experience failure, brands
lose an average of 65% of the revenue they
would have earned from the affected customer
during the following year. (SDL)
65% LOSS OF REVENUE
Marketing doesn’t end at the sale. Based on the Pareto principle,
which states that 80% of your revenue comes from 20% of your
clients, marketers need to focus their activities beyond acquisition
and engagement and onto retention as well. With $1.6 trillion in
potential revenue up for grabs due to changes in consumer
spending and switching among brands and providers (ACCENTURE), losing
a customer is reason to worry.
If You Don't, It'll Cost You
03

4. Source:
“Avoiding CX Failure Fallout,” 2016, SDL
Due to the rise of digital marketing and the proliferation of marketing messages, consumers are more
likely than ever to switch brands.
Worth the Work
04
49% of U.S. consumers say they’re
more likely to switch providers
now than they were 10 years ago.
Just 28% of consumers are loyal
to their providers and brands, so
you need to really put in the work.
28%49%

5. 05
What customer service-related issues lead customers to switch brands?
Source:
“Customer-Centricity: The Rules of Engagement,” 2015, Verint Systems Inc.
Businesses and consumers are both more likely to switch brands after a bad
service experience than because of a bad product.
Every Interaction is an Opportunity
31%
CHEAPER PRICING
18%
RUDE STAFF
16%
TOO MANY MISTAKES

6. Source:
“2015 Global Data-Driven Marketing Survey,” Teradata
of marketers say their
biggest challenge in 2015
was improving customer
acquisition and retention.
36%
06
Although many marketers understand customer acquisition and retention are crucial
to their business, the majority still struggle with it.
Learning Curve

7. Failure to quickly
resolve an issue
Customers are most frustrated by:
Products that are
difficult to use or adapt
Lengthy hold times
Poor product design
or experience
Interactions with representatives
who cannot provide a solution
Source:
“The $6 Trillion Opportunity: How Digital Improves Customer Experience,” 2016, Accenture 07
With most customer frustrations stemming from their
experience with your brand or product, minimizing
their wait time is vital.
Top 3 Customers Griefs

8. Know what your audience is thinking and understand their
interests in order to develop meaningful relationships.
So, what can marketers do to retain customers?
UNDERSTAND YOUR COMMUNITY.
When connecting with your customers, whether just to say thank
you or while addressing a complaint, treat every interaction as a
priority and with respect.
BE CONSIDERATE.
08
Maintaining customer relationships extends beyond acquisition and conversion.
To keep your customers coming back, you must continue to invest in them.
It’s Not Just Business; It’s Personal

9. 09Sources:
“The Millennial Mind: How Content Drives Brand Loyalty,” 2014, NewsCred
“The Influence of Frequency & Delight on Loyalty,” 2015, Strativity Group
62% of Millennials say online content
drives their brand loyalty. (NEWSCRED)
A strong social media
presence is one of the
best ways to interact
with customers.
80% of customers who shared their
disappointment with a company on
social media indicated that amends
were made. (STRATIVITY)
Customers may test your
character, so do your best to
always respond promptly to
their comments and needs.
Just like in any other relationship, transparency is a critical element to winning over customers.
The more they know about your brand, the more likely they are to stick with you.
Communication is Critical
62% 80%

10. 10
Millennials are 44% more likely to
permanently disengage with brands
after receiving high volumes of mass
generic email communications. (AIMIA INSTITUTE)
Frequency of interaction builds loyalty and
brand advocacy. (Strativity)
Customer Loyalty Based on Level of Interaction
Just make sure not to
cross the line.
Daily
87%
Weekly
64%
Monthly
49%
Minimally, few
times/year
33%
There’s a fine line between communicating and disrupting. Without enough interaction, customers won’t
bother. But with too much interaction, they’ll drop you and never come back. Understand what works for
your audience by looking at your metrics and determining a preference center.
Connect, but Don’t Spam
Sources:
“The Influence of Frequency and Delight on Loyalty,” 2015, Strativity Group
“2014 Digital Research Report: How to Create More Effective Brand Communication,” Aimia Institute

11. Source:
“2015 Global Data-Driven Marketing Survey,” Teradata
of consumers say they’d tell
friends and family about their
experiences, and 27% reported
that they’d sign up for a
company's loyalty program.
61%
11
You know how everyone rallies when they hear “free food”? If you want your customers to stay happy
with your brand, reward them simply for being customers. They’ll only love you more, leading to more
recommendations and referrals from them.
A Little Kindness Goes a Long Way

12. 12
• ReadyTalk Summit Club
• Marketo Purple Select
B2B
Prime members spend $1,500 per year,
on average, compared with the $625 per
year spent by Amazon customers who
don’t use Prime.
• Birchbox
• Amazon Prime
B2C
Whether you’re in the business-to-business or
business-to-consumer space, customer loyalty
programs positively impact retention.
Who’s Doing It Best?
Brands Leading the Charge:
Members have a higher retention and
engagement rate compared to the
average customer base.

13. Source:
“Customer, Serve Thy Self: New Study Reveals Millennials' Desire for Self Service, Digital Interaction to Change Customer Service Forever,” 2015, Aspect
say they feel good about themselves and the
companies they do business with when they
are able to resolve problems without talking
to customer service. (ASPECT SOFTWARE)
69% OF MILLENNIALS
13
Even if you already have an awesome customer service system in place, customers are happiest
when they don’t have to contact you for help. In fact, the utopian customer service situation
would provide such an extensive initial customer experience that there would be no need for
additional support.
The Right Service at the Right Time

14. But there is some hope:
Many people value transparency and are willing to
give brands a second chance if they think things
have changed.
14Source:
“Avoiding CX Failure Fallout,” 2016, SDL
Once a customer experiences something he or she
considers a major customer experience failure, it’s
game over.
One Shot, One Opportunity
in this situation will stop recommending a brand,
start looking for an alternative brand, or actively disparage
a company via word of mouth, social media, or other
online channels.
64% OF CONSUMERS
say they will go back to a brand after seeing how business
has improved.
30% OF CONSUMERS

15. Brands with the best customer service and most loyal customers:
3 things these brands are doing right:
• Apple
• AT&T
Quick responses
Post-experience follow-up
Rapid resolutions
• Avis
• Google
• Ford
• NFL
Source:
“2015’s Brands with the Most Loyal Customers,” Forbes
28% increase in
customer service
expectations in 2015
15
28%
Unsurprisingly, brands that provide the best customer experience and service have the highest
customer retention rates.
High Returns for Service Done Right

16. 16Sources:
“10 New Findings About the Millennial Consumer,” 2015, Forbes
“Millennials Surpass Gen Xers as the Largest Generation in U.S. Workforce,” 2015, Pew Research Center
“Shopping Trends Among 18–25-Year-Olds,” 2015, LIM College
55% of Millennials are
willing to stick with a brand.
How can you win over Millennials to remain their
brand of choice? (LIM COLLEGE)
Develop innovative new products and services
80%
74%
Improve design/style to reflect uniqueness
67%
Improve product quality
63%
Engage in causes, philanthropy, or endeavors that reflect
beliefs/values
54%
Limit distribution to maintain the brand's exclusivity
Representing $30 billion (FORBES) in spending and 34% of the U.S. workforce (PEW RESEARCH), Millennials are a big target
audience. But they’re also the most picky and don’t always conform to other customers’ behaviors.
Winning Millennials & Influencing Behavior
55%

17. Some Generations Are Less Forgiving
Than Others
% Won’t Try Resolving a Customer Experience Failure,
by Generation (SDL)
But know that Millennials
are still most likely than any
other generation to vouch
for your brand.
% Spread Word Face-to-Face About Favorite Products
and Services, by Generation (CROWDTWIST)
Millennials and Gen Xers are 24.1%
more loyal than Baby Boomers to
their favorite brands. (CROWDTWIST)
Millennials Baby Boomers
Millennials
53%
52%
Gen Xers
49.9%
Baby Boomers
13%
Sources:
“Avoiding CX Failure Fallout,” 2016, SDL
“The 2015 CrowdTwist Loyalty Program Report,” CrowdTwist, Inc.
17
Just remember: Break Millennials’ hearts once, and they won’t hesitate to leave.
27%

18. For the greatest impact on your bottom line,
invest your efforts in strong customer
engagement. The brands with the happiest,
most loyal customers ultimately retain them
and win in the end.
Click here to learn more
about deepening your
customer relationships.

19. Sources
“Avoiding CX Failure Fallout,” 2016, SDL
“The $6 Trillion Opportunity: How Digital Improves Customer Experience,” 2016, Accenture
“Customer-Centricity: The Rules of Engagement,” 2015, Verint Systems Inc.
“2015 Global Data-Driven Marketing Survey,” Teradata
“The Millennial Mind: How Content Drives Brand Loyalty,” 2014, NewsCred
“The Influence of Frequency & Delight on Loyalty,” 2015, Strativity Group
“2014 Digital Research Report: How to Create More Effective Brand Communication,” Aima Institute
“Customer, Serve Thy Self: New Study Reveals Millennials' Desire for Self Service, Digital Interaction to Change
Customer Service Forever,” 2015, Aspect
“2015’s Brands with the Most Loyal Customers,” Forbes
“Shopping Trends Among 18–25-Year-Olds,” 2015, LIM College
“10 New Findings About the Millennial Consumer,” 2015, Forbes
“Millennials Surpass Gen Xers as the Largest Generation in U.S. Workforce,” 2015, Pew Research Center
“The 2015 CrowdTwist Loyalty Program Report,” CrowdTwist, Inc.