Your relationship with a new customer usually starts off with you both being aligned on goals, side-by-side on this new journey. However, over time, you will tend to drift apart. This can occur for a number of reasons, but almost all those reasons are centered around one thing- change. People and their roles can change, and so can business structures and leadership. That’s why aligning company to company is so important.
Thoughtful and proactive interaction is important to managing that change and ensuring the distance between you and your customer does not continue to grow. Otherwise, the value you provide could easily diminish, or at least be perceived to diminish.
The long-term success of your business is predicated on your ability to retain customers and prevent churn. When you think of churn, remember that it is not just the lost recurring revenue to consider, but also the loss of resources that were spent to acquire, onboard and maintain that customer, not to mention any extra effort put in to try and save that business relationship. It is critically important that customers stick around for as long as possible, and the way to make that happen is to be proactive in maintaining a successful business relationship. Remember that the definition of success will vary between customers, so you must be attuned with each of your customers’ definitions of success.
Too often, companies don’t catch on to a customer’s intention to cancel their service with you until it’s too late. Here are some signs to keep an eye on. If you see any of these it might be time to flag that account and pay attention to what’s going on and identify opportunities for you to right the ship before it’s too late.
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