Customer Retention

For almost all companies, it costs much more to find a new customer than it does to keep an existing customer. And, when new customers are scarce, it is especially important to keep the customers you already have. This has to be done in the face of customers demanding and searching for better pricing and concessions, and much tougher competition.

Companies need a focused approach to customer retention under these circumstances. The challenge is to retain both margin and customers.

Companies that can find ways to create and sustain 'customer value' will have better customer retention in changeable markets and ever-increasing competitive environments.

What we do:

W.D. Cowan Associates will:

1. Define and understand the buying process of your company's typical customer.
2. Define or re-establish the unique customer values of your business.
3. Assess the degree of 'customer-focused' structure your company has.
4. Assess how you are seen by your customers, and how you see your customers.
5. Develop and implement a tailored customer retention strategy.