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Copyright Ottantaventi srl 2011-2016
Adriana Galganowww.ottantaventi.it
adriana.galgano@ottantaventi.it
OTTANTAVENTI TRAINING
Churn: if you know it, you’ll avoid it
Copyright Ottantaventi srl 2011-2016
WHAT IS CUSTOMER CHURN?
It is when your
customers stop doing
business with you
Copyright Ottantaventi srl 2011-2016
customer loyalty was the rule, today it
risks to become an exception
IN THE PAST
Copyright Ottantaventi srl 2011-2016
On the average a company loses from 10%
to 40% of the existing customers every year
These churn rates have never
been registered before, wherever in the
world
IT IS HAPPENING NOW
Copyright Ottantaventi srl 2011-2016
AND…DO YOU KNOW
How many customers
leave your
organization every
year?
Why do they leave?
?
Copyright Ottantaventi srl 2011-2016
KNOWING THE CUSTOMERS' LOSS NUMBER
allows you to calculate
the churn rate of our
company.
Thus we will have a
specific parameter to
decide whether to
intervene to reduce it.
Copyright Ottantaventi srl 2011-2016
CHURN RATE
Total number of lost customers at the end of the period
_____________________________________
Total number of existing customers at the beginning
of the period
Copyright Ottantaventi srl 2011-2016
dissatisfaction with the price / quality ratio
dissatisfaction with product/service quality
changes in customer's situation
new technology
targeted actions by competitors
CAUSES OF CUSTOMER CHURN
Copyright Ottantaventi srl 2011-2016
THE THREE DEGREES OF CHURN
CUSTOMER
reduces the number of
products / services used
decreases the amount /
intensity of use
leaves the company
Copyright Ottantaventi srl 2011-2016
Newly acquired customers
Buying less
Threatening cancellation
CUSTOMERS AT HIGH RISK OF CHURNING
Copyright Ottantaventi srl 2011-2016
Unavailability of the decision makers and the
usual contacts
Even more short-term projects
Requests to reduce the duration of contracts
Slowdown in payments
Slowdown in the acceptance of new
proposals
Complaints
CUSTOMER SIGNALS
Copyright Ottantaventi srl 2011-2016
allow us to take action
to prevent the
abandonment by
customers
THE SIGNALS
Copyright Ottantaventi srl 2011-2016
ACTION IS IMPORTANT
Because to
acquire a new
customer costs
from 5% to 25%
more than it
does to keep an
existing one!
Copyright Ottantaventi srl 2011-2016
is one of the key drivers of the growth in
turnover and profits in this volatile market
CHURN MANAGEMENT
Copyright Ottantaventi srl 2011-2016
shows that loyal customers spend
more, have higher margins and
speak well of our company
RESEARCH
Copyright Ottantaventi srl 2011-2016
means increasing customers
loyalty and profits!
WORK ON CHURN
Copyright Ottantaventi srl 2011-2016
a strategy have to be created
TO HAVE SUCCESS
Copyright Ottantaventi srl 2011-2016
OBJECTIVE OF THE STRATEGY
is decreasing the
number of customers
that reduce its business
with us or who decides
to leave by acting
preemptively and in an
organized way
Copyright Ottantaventi srl 2011-2016
THE STRATEGY IS IN 5 STEPS
Copyright Ottantaventi srl 2011-2016
Quantifying
Analysing the causes
Setting the plan
Training
Acting
THE 5 STEPS ARE
Copyright Ottantaventi srl 2011-2016
IT IS INDISPENSABLE
training people who work
in Churn project.
Hasty strategies or
improvised contacts
might result in
suggesting to the
customer the idea of
abandoning our
company!
How to
reduce
il Churn
Copyright Ottantaventi srl 2011-2016
What could be worse than
losing customers?
Do not do anything to keep
them!
Thanks to Ottantaventi
training and methods you
keep the customesr in your
organization
CONTACT US FOR MORE INFORMATION
MY EMAIL IS adriana.galgano@ottantaventi.it
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