What are some common pitfalls or mistakes to avoid when designing a customer retention strategy?

Acredito que um dos erros comuns é n?o segmentar sua base de clientes. Por mais que você saiba para quem vende, os clientes podem e ser?o muito diferentes. Eu uso a matriz RFV, por exemplo, para segmentar a base de clientes e entender quem s?o os clientes campe?es, aqueles que eu preciso colocar mais energia e aqueles que n?o deveria gastar energia. Você deixa muito dinheiro na mesa por n?o segmentar sua base de clientes. Outra quest?o é se a empresa possui estratégias de garantir uma boa jornada do cliente, sem pontos de fric??o. Será que o cliente está satisfeito? N?o tem como ter uma base de clientes promotores, que recompram e indicam, se você n?o garante uma boa opera??o na entrega do servi?o/produto.

Ignoring Customer Feedback: Not listening to what customers say can lead to missing their needs and preferences. Lack of Personalization: Treating all customers the same without customizing offers or experiences can make them feel undervalued. Inconsistent Communication: Being inconsistent in reaching out can confuse customers and make them feel disconnected. Failing to Reward Loyalty: Not acknowledging loyal customers can discourage them from staying. Ignoring Competitors: Ignoring what competitors offer may result in losing customers who find better options elsewhere.

Por um momento, esquece a história de Personas, ICP, Avatar... Tudo isso é lindo na teoria, mas na prática, o que conta mesmo é você simplesmente SABER PARA QUEM ESTá VENDENDO. Se você tem a clareza de quem compra de você, tudo é mais simples. Perceba, eu n?o estou falando que seu público é o cara para quem você quer vender, mas sim que seu público é a pessoa que compra de você. E você n?o consegue descobrir isso só acessando a internet, mas sim indo a campo e falando com quem compra. Clareza é o nome do jogo, n?o subestime.

Knowing your customer segments is essential. An important lens to bring to segmentation is the customer's use case. Why did they come to your product and what are they trying to accomplish. Even if you're targeting a narrow user base you'll still have customers coming to your product for multiple reasons. Learning that and building to ensure you deliver on that is one of the highest leverage ways to improve retention.

Tentar reter quem você nunca deveria ter adquirido, acredito eu, que é um dos principais erros. Na matriz RFV (recência, frequência e valor monetário), você identifica os clientes campe?es, que s?o aqueles que você deve investir para continuar comprando de você e que servem como modelo, mas também entende quais s?o os clientes que você n?o deveria colocar esfor?os para tentar trazer de volta. Usando a matriz, você consegue ter uma visualiza??o bem clara dos grupos de clientes que possui. Numa planilha básica você já consegue executar.

To set up an impactful retention metric, I usually recommend: 1. Define the use case and segment for which you're defining the metric. For example, Airbnb could define this metric for either their guests or their hosts. 2. Understand the natural frequency of your audience's engagement. This will help you define the natural active period. For example, an Airbnb guest usually books accommodation once per year. 3. Identify the core behaviour or action taken by your audience to solve their problem. For example, for an Airbnb guest, the core action would be booking accommodation. Based on these insights, you can now determine an impactful retention metric. For our example, the retention metric could be the number of yearly active guests.

Your goals should align with the natural tendency of your product. If you have a product that naturally has a monthly use case, then you'll run into problems if you measure it daily. You'll also have a very difficult time improving it. If you do want more frequent usage then your first goal should still be to ensure that your product has usage at the same frequency of this natural use case frequency. Once you have done that, then you can explore ways to introduce new features that have a more frequent natural use case.

As a growth marketer, you should continuously set new goals leading to the overall growth of the company. Tracking the number of active paying users, churn rate and other metrics will enable you to draw a line on your current situation. As a result, goal formation becomes a child game.

Make sure your retention goals are measurable and tied to your overall business strategy. For instance, aim to increase the retention rate of high-value customers by 10% next quarter.

?? Trabalhar sem metas de Reten??o claras é como navegar sem uma bússola. Aqui na Growth Labs aprendemos muito rápido com os nossos erros e com os erros de nossos clientes que metas claras e específicas s?o o que nos mantém no caminho certo. Separei algumas dicas nesse assunto: Um dos erros mais comuns é definir metas que n?o est?o alinhadas com o ciclo de vida do produto. ?? Lembre-se de que n?o adianta medir algo que n?o reflete a realidade do uso do seu produto. ?? Alinhe as metas com a frequência de uso natural do produto e busque aumentar essa frequência de maneira organica: ?? Se as pessoas usam o produto mensalmente, concentre-se em aumentar a recorrência primeiro antes de focar em trazer isso pra um uso diário.

assumptions without qualitative surveying ... some of quantitative measures may be the symptom not the root cause Also avoid rolling out on a large customer base without testing on a pilot group first

Tracking your customer retention should be an early priority when setting up your Growth Strategy. Think about how to measure a retained user. If you have an account-based system its easy - a person who does a conversion regularly from their account, can be considered to be "retained". If you are, for example, working for an e-commerce that allows guest purchases, it gets more complicated: you need to determine an identifiyer (usually being the Email address or phone number of a transaction), to match and analyze. In customer retention analytics, it can be very useful to build cohorts, too: how many first-time buyers, second-time buyers and so on are there: this will help you track your success and is also a useful metric for investors.

Retention isn’t static; it’s dynamic. It evolves as your customers do. If you’re not constantly testing, learning, and iterating, you’re falling behind. Experiment with different strategies, measure results, and adjust accordingly.

??Todo mundo gosta de falar de funis e metodologias mas a real é que tratar a reten??o como um conjunto fixo de a??es é um grande erro. #?? O comportamento do cliente muda e você precisa acompanhar essas mudan?as com uma mentalidade de "reten??o ágil", com foco naquilo que importa: 1?? Realize experimentos e pesquisas contínuas de Reten??o, ajuste suas teses com base em feedbacks e dados em tempo real (cuidado ao usar lagging metrics). 2?? Se tiver volume, use abordagens como testes A/B para otimizar as experiências e descubra rápido o que funciona ou n?o. 3?? Se você n?o tá testando nem pesquisando, tudo o que está fazendo é com base na sua opini?o e eu n?o preciso te dizer que isso é ruim, certo?

Pushing products on a market by applying an aggressive advertising strategy is not the way to go in 2023, entering 2024. Not building a customer-centric culture, makes your business doomed to fail due to the low purchasing activities from the opposite side. With the rise of social media consumer (purchasing) behavior drastically changed. People need more information about solving their problems and that's why content marketing became so important. To sum it up, not listening or speaking to your customers will just burn your money and waste your time.

A common error is neglecting to cultivate a customer-first culture within your startup. Customer retention isn't solely the responsibility of marketing or product teams; it's shaped by every facet of your company, from your core values to your operational processes. Without a customer-focused approach across the board, you risk delivering inconsistent experiences and failing to build trust and loyalty. To avoid this, involve your entire team in shaping retention efforts and give them the authority to make customer-centric choices. Make it a priority to communicate your value proposition, share feedback, celebrate customer successes, and reinforce the importance of a customer-first mindset across the organization.

?Failing to listen to and act upon customer feedback can result in a disconnect between the company and its customers. Understanding their needs and preferences is key to creating an effective retention strategy. ?In today's digital age, customers expect to communicate with brands through various channels, such as email, social media, and live chat. Failing to be present on these platforms can hinder your retention efforts. ?Providing consistent customer experience across all touchpoints is essential for retaining customers. Inconsistencies in service or messaging can lead to confusion and frustration.

?? Se você pensa que "customer centric" é só um nome bonito, já tá errado(a). #?? A Reten??o n?o é responsabilidade do CS. 1?? Cada intera??o, desde o atendimento até o suporte técnico pode ser uma oportunidade para conquistar a lealdade de alguém. 2?? Se você incentiva todo mundo a pensar em como suas a??es impactam a experiência do cliente, os resultados melhoram consideravelmente. 3?? Eu gosto de construir processos que se alinhem ao redor do cliente para maximizar os resultados em torno dele. 4?? N?o dá pra construir uma empresa se cada um rema em uma dire??o diferente, né...

Customer centricity shall be an organization goal and not just for the customer success / retention team. At times, the other members of the team relegate the job to the team interacting with the customer. Customer centricity is a culture or a common thread which shall run across the organization. Th customer retention manager will need help from all touch points to be able to deliver a good experience and delivery to the client enabling them for better retention. An organization must attribute and celebrate customer retention with entire organization and not just the retention team. Customer retention is a team work between a lot of departments within the organization. The credit and dis-credit is to be shared with everyone.

When people start out trying to improve retention, they often don't know where to start. The best way - find out what a great customer looks like. Your advocates are generally that. What journey did they take to become advocates, what did they do in the product, what is their use case, and what other elements are similar across customer advocates? If you can understand them deeply you can either go find more people who are similar or help your existing & new users take a similar path so that they can become customer advocates as well.

One major mistake in crafting a customer retention strategy is failing to capitalize on customer advocates. These are your most loyal and satisfied customers who are eager to promote your product or service to others. By neglecting them, you lose out on a powerful, low-cost method to drive referrals, build social proof, and lower churn. To avoid this, focus on identifying and rewarding these advocates for their support. Encourage them to share reviews, testimonials, or referrals, and offer the necessary tools and incentives to help them spread the word effectively.

Se defender n?o é a melhor maneira de atacar. Se você já viu uma discuss?o na internet, em qualquer rede social, vai entender o que estou falando: - Alguém reclama; - A marca intervém e responde em público; - Mais gente cai matando em cima da marca, que fica ali, sozinha se defendendo de um monte de gente. Isso n?o acontece só publicamente, acontece em todos os lugares. Mas a situa??o é diferente quando você tem defensores da sua marca, é quase como ter um escudo que te protege em todos os momentos. Mas como alavancar esses defensores? Simples. Tragam eles pra perto de você. Dê benefícios tangíveis como descontos e acessos antecipados aos seus produtos, mostre reconhecimento público... Fa?a seus defensores se sentirem valorizados!

Meeting your customer is something else to b considered. Many organizations have delegated the task of knowing the customer to only the frontend (Sales and servicing) team, with other teams relying on data produced and analytics thereon. It is important that as part of the 'KYC' the teams meets the customer F2F and understands their reasons for buying the product / service, their pain points, ideas on how the product can add more value to their business or lives. Best product innovations / tweaks come from this customer interaction, never overlook this. This experience with customer when combined with Data Analytics leads to insights and actions which are grounded in data as well as real world client expectation and observations.

Thinking about retention starts from the moment your customers start interacting with your product. The highest impact things you can do to improve retention will often start with how you approach onboarding. There you can make sure you understand your customer and what they want. Knowing that, you can then deliver it.

It's worth reflecting on the power of unexpected insights in shaping customer retention strategies. For instance, small, unplanned interactions—like a thoughtful response to a customer issue—can often lead to long-term loyalty and advocacy. Additionally, creative retention tactics, such as surprise rewards or personalized follow-ups, can generate stronger emotional connections with customers. These seemingly minor efforts can have a significant impact on retention, reminding us that even beyond structured strategies, authentic engagement can foster deeper relationships and drive growth.

A reten??o acontece desde o primeiro contato. Come?a com uma venda bem feita, um onboarding excelente e uma entrega primordial. Come?a com contatos leves e educativos, onde você é capaz de demonstrar seu valor. Pense que isso é como um casamento, ele já disse sim, agora vc precisa manter com pequenos gestos, agradecimentos sinceros. Acredite, isso faz toda a diferen?a no seu relacionamento com seu cliente!

?Overlooking segmentation: Every customer is unique, and their needs may vary. Not segmenting your customer base and treating all customers the same can lead to ineffective retention efforts.