B2C retention has a well-worn playbook, save teams, predictive models, offers. B2B is messier: more stakeholders, higher switching costs, longer signals. Here's the research on spotting B2B defectors three to six months out, plus the practical steps to intervene before renewal.
Customers control the relationship now, which means every piece of communication has to earn its place, relevant to them, profitable to you. Most marketing comms fail one or both tests. Here are the four bridges you need to cross to fix that, starting with knowing what each customer is actually worth.
By the time a customer is calling to close their account, most of your retention levers are gone, but not all of them. The companies that save these customers do it with a dedicated Save Team, staffed differently and equipped differently to a normal service desk. Here's how to set one up.
Friend-get-friend programs use social networks to win customers. Marketing Science Institute research shows the same effect runs in reverse: when a customer defects, their network neighbours are measurably more likely to follow. Here's how to use that finding to spot at-risk customers earlier, and act on it.
Strip away the CRM jargon and customer loyalty management comes down to two things, listening to customers and remembering what they told you. That sounds trivial. The Reichheld research on why most companies still fail at it isn't. Here's what to actually remember, and why it matters more than the tooling.
A Colloquy cross-cultural loyalty study turned up an awkward result for Australia: of every country surveyed, Australians were the least welcoming of foreign brand competition. The numbers are uncomfortable. Here's what the data shows, and what it might say about how Australian customers see the world.
