Boost Customer Retention With These 5 Powerful Client Survey Questions

Kathleen Ries-Jubenville
5 min readMay 30, 2023
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INTRODUCTION

High client turnover can lead to decreased profitability, reduced customer lifetime value, increased marketing and sales efforts, and a damaged reputation. Turnover is an indicator of low customer loyalty and problems with the services you are providing. It is crucial for you to address these problems and prioritize customer retention to foster long-term success and sustainable growth.

  • High client turnover directly impacts a company’s profitability. Acquiring new clients is often more expensive than retaining existing ones. When clients leave, companies lose the revenue they bring in, and the costs associated with acquiring new clients can erode profits. According to research from Harvard Business School, boosting customer retention by even 5% can increase profits by 25–95%!
  • Client turnover results in a shorter customer lifetime value (CLV). CLV refers to the total revenue a customer generates over their entire relationship with a company. When clients leave early, companies miss out on the potential long-term value they could have provided. Not only do long-term, repeat clients often represent 65% of total sales, but businesses also have a 60–70% chance of upselling to an existing customer.
  • Constantly replacing lost clients requires additional marketing and sales efforts. Companies with high client turnover must continuously invest resources in acquiring new clients to compensate for the departing ones. This can strain budgets, time, and energy that could have been allocated to other business initiatives. It costs 6–7 times more to acquire new customers than to retain existing ones.
  • Constant client turnover can damage a company’s reputation. If clients are leaving due to negative experiences or dissatisfaction, they may share their negative feedback with others, leading to a tarnished reputation. This can make it more challenging to attract and retain new clients in the future. And more than 70% of customers will switch to a competitor when they have a bad experience with a brand.

So, there is plenty of proof that a lack of customer loyalty directly impacts your company’s bottom line! Building strong customer loyalty is crucial for sustainable business growth and…

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Kathleen Ries-Jubenville

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