http://disqus.com/by/bode/enThu, 16 Jul 2009 06:24:04 -0000http://www.ubigen.org/?p=200#comment-12735826<p>Interesting topic and one I did some academic work on recently so it's fresh in my mind.<br>Though an Anti-churn strategy may be required, I would agree with other comments that the companies strategy should be focused on winning and retaining customers. As you mentioned, if a customer has left after a series of bad experiences, it would be much harder to win them back than to win a new customer. <br>Feed back from clients is something a lot of companies (especially in emerging markets) underestimate. You hear it a lot, but i cannot stress how important it is to *regularly* listen to customers. Companies must consistently ask them the right questions, collate their answers, measure their "happiness" or otherwise with the product/service and have strategies for analysing this data and most importantly acting on it. Companies must make sure the customers know why they are carrying out this activity and communicate their findings with them along with what they intend to do it. This may seem like a lot of work, but there is a lot of research out there that shows that the companies that do this will not only retain their clients, they will bring in more business (word of mouth etc). I would argue that adding a robust customer retention programme as part of the company strategy is more important than an anti-churn programme.</p><p>cheers,<br>Bode</p>bodeThu, 16 Jul 2009 06:24:04 -0000