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Kev Tu Cov Neeg Siv Khoom: Txheeb cais, Cov Txheej Txheem, thiab Xam (CRR vs DRR)

Peb qhia heev ib ntsis txog kev nrhiav tau tab sis tsis txaus txog cov qhua tuaj noj mov kev ruaj khovCov. Cov tswv yim lag luam zoo tsis yooj yim xws li tsav ntau dua thiab ntau cov kev coj ua, nws kuj yog hais txog kev tsav tsheb txoj kev coj. Rov qab cov neeg siv khoom yog ib txwm feem ntawm cov nqi ntawm kev nrhiav cov tshiab.

Nrog rau kev sib kis, cov tuam txhab lag luam poob qis thiab tsis muaj kev txhoj puab heev ntawm kev tau txais cov khoom tshiab thiab cov kev pabcuam tshiab. Tsis tas li ntawd, cov rooj sib tham ntawm tus neeg muag khoom thiab cov rooj sib tham ua lag luam tau cuam tshuam cov tswv yim nrhiav tau ntawm ntau lub tuam txhab. Thaum peb tig mus rau cov rooj sib tham virtual thiab cov xwm txheej, ntau lub tuam txhab muaj peev xwm tsav kev muag khoom tshiab tau khov. Qhov no txhais tau hais tias ntxiv dag zog rau kev sib raug zoo lossis txawm tias txhawb nqa cov neeg siv khoom tam sim no yog qhov tseem ceeb los ua kom cov nyiaj tau los mus thiab lub tuam txhab nce siab.

Cov thawj coj hauv cov koomhaum loj hlob tau raug yuam kom ua tib zoo saib xyuas cov neeg siv khoom yog tias cov sijhawm yuav tau tsawg zuj zus. Kuv xav tsis kam hais tias yog xov xwm zoo ... nws tau dhau los ua zaj lus qhia tsis zoo rau ntau lub koom haum uas lawv yuav tsum tau txhawb nqa lawv cov tswv yim kom ruaj khov.

Kev tuav cov neeg siv khoom yog qhov tseem ceeb heev rau kev lag luam ua tiav rau ntau yam laj thawj:

  • Nqi-effectiveness: Retaining existing customers is more cost-effective than acquiring new ones. Acquiring new customers can cost up to five times more than retaining existing ones.
  • Cov nyiaj tau los loj hlob: Cov neeg siv khoom uas twb muaj lawm muaj feem ntau yuav rov ua dua thiab siv nyiaj ntau dua lub sijhawm, ua rau cov nyiaj tau los rau kev lag luam.
  • Kev lag luam ntawm qhov ncauj: Cov neeg siv khoom txaus siab yuav xa lawv cov phooj ywg thiab tsev neeg mus rau kev lag luam, uas tuaj yeem ua rau cov neeg siv khoom tshiab thiab cov nyiaj tau los loj hlob.
  • Hom loyalty: Ib qib siab ntawm cov neeg siv khoom tuav tau qhia tias kev lag luam tau tsim cov neeg siv khoom ncaj ncees uas ntseeg thiab muaj txiaj ntsig rau lub hom.
  • Kev sib tw kom zoo dua: Businesses with high customer retention rates have a competitive advantage over those without, as they have a steady stream of revenue and loyal customers.

Cov teeb meem dab tsi cuam tshuam rau cov neeg siv khoom tuav?

Several issues can impact customer retention, and some of the most important ones include:

  • Cov neeg siv khoom tsis zoo: Customers who experience poor service, such as slow response times, rude or unhelpful staff, or inaccurate information, will likely become dissatisfied and may leave the business.
  • Khoom lossis kev pabcuam zoo: Cov neeg siv khoom xav tau cov khoom thiab cov kev pabcuam kom tau raws li lawv cov kev xav tau thiab ua raws li kev tshaj tawm. Yog tias cov khoom tsis zoo lossis cov kev pabcuam tsis ua raws li qhov kev cia siab, cov neeg siv khoom yuav saib lwm qhov.
  • Tsis muaj personalization: Cov neeg siv khoom txaus siab rau cov kev paub dhau los ntawm tus kheej, xws li cov lus pom zoo ntawm tus kheej, kev muab rau tus kheej, thiab kev sib txuas lus tus kheej. Cov lag luam uas tsis muab kev paub txog tus kheej tuaj yeem tawm tsam kom khaws cov neeg siv khoom.
  • Nqe: Customers are often price-sensitive and seek the best value for their money. Customers may switch to a different business if competitors offer lower prices or better value.
  • Kev sib tw: In a competitive market, businesses must work hard to differentiate themselves and stand out from their competitors. If a business cannot compete effectively, it may struggle to retain customers.
  • Kev hloov pauv ntawm cov neeg siv khoom xav tau lossis kev nyiam: Cov neeg siv khoom xav tau thiab nyiam tuaj yeem hloov pauv raws sijhawm, thiab cov lag luam yuav tsum tuaj yeem hloov kho thiab ua tau raws li cov kev hloov pauv no kom khaws lawv cov neeg siv khoom.
  • Cov kev hloov pauv hauv cov neeg txiav txim siab: Kev hloov pauv yog ib txwm muaj nyob rau hauv cov tuam txhab niaj hnub no, thiab cov neeg txiav txim siab uas xaiv koj cov khoom lossis kev pabcuam niaj hnub no yuav tsis nyob ntawd thaum lub sijhawm rov ua dua tshiab. Peb feem ntau pom kev hloov pauv ntawm cov thev naus laus zis thiab cov kev pabcuam ntxiv (xws li cov koomhaum) thaum muaj kev hloov pauv hauv kev coj noj coj ua hauv lub koomhaum.
  • Tsis paub tseeb: Economic or financial uncertainty can significantly impact renewals as your customers may seek to shed some costs. It’s essential that you always provide feedback on the value you’re bringing your customers so you’re not at the top of the chopping blog.

Cov Txheeb Xyuas Cov Neeg Siv Khoom Cia

There are invisible costs that come with poor customer retention. Here are some stand-out statistics that should increase your focus on customer retention:

  • 67% ntawm rov qab cov neeg siv khoom siv ntau dua nyob rau hauv lawv lub xyoo thib peb ntawm kev yuav khoom los ntawm kev lag luam dua li ntawm lawv thawj rau lub hlis.
  • Los ntawm nce koj cov neeg siv khoom tus nqi tuav tseg ntawm 5%, cov tuam txhab tuaj yeem nce profits by 25% to 95%.
  • 82% ntawm cov tuam txhab pom zoo ntawd kev ceev cov neeg siv khoom tsawg dua li cov neeg yuav khoom.
  • 68% ntawm cov neeg yuav khoom yuav tsis rov qab ua lag luam tom qab muaj kev kawm txawj phem nrog lawv.
  • 62% ntawm cov neeg muas zaub hnov ​​cov hom lawv feem ntau muab siab rau ua tsis tau txaus muab nqi zog rau cov neeg siv khoom lag luam.
  • 62% ntawm Asmeskas cov neeg siv khoom tau hloov mus rau lwm hom npe hauv xyoo tas los vim tias a cov neeg siv khoom tsis zoo.

Xam Twm Tus Nqi Seem (Tus Neeg Siv Khoom thiab Nyiaj Daus Las)

Kev ntsuas kev tuav pov hwm yuav tsum yog ib qho KPI nyob rau hauv ib qho kev lag luam uas yog nyob ntawm kev rov ua dua tshiab. Thiab nws tsis yog tsuas yog suav cov neeg siv khoom vim tsis yog txhua tus neeg siv khoom siv tib yam nyiaj nrog koj lub tuam txhab. Muaj ob txoj hauv kev los xam cov nqi khaws cia:

Customer Retention Rate (CRR)

CRR yog feem pua ​​​​ntawm cov neeg muas zaub koj khaws txheeb ze rau tus lej koj muaj thaum pib ntawm lub sijhawm (tsis suav cov neeg siv khoom tshiab). Txhawm rau xam cov neeg siv khoom khaws cia, koj tuaj yeem siv cov qauv hauv qab no:

Customer\ Retention\ Rate = \frac{(CE-CN)}{CS} \times 100

Qhov twg:

  • CE = tus naj npawb ntawm cov neeg siv khoom thaum kawg ntawm lub sijhawm muab
  • CN = tus naj npawb ntawm cov neeg siv khoom tshiab tau txais los ntawm tib lub sijhawm ntawd
  • CS = tus naj npawb ntawm cov neeg siv khoom thaum pib lub sijhawm ntawd

Nov yog cov kauj ruam los taug qab cov neeg siv khoom khaws cia:

  1. Txiav txim siab lub sijhawm koj xav taug qab. Qhov no tuaj yeem yog ib hlis, ib lub hlis twg, lossis ib xyoos.
  2. Txiav txim seb tus naj npawb ntawm cov neeg siv khoom koj muaj thaum pib lub sijhawm (CS).
  3. Txiav txim siab tus naj npawb ntawm cov neeg siv khoom tshiab uas koj tau txais thaum lub sijhawm (CN).
  4. Txiav txim seb tus naj npawb ntawm cov neeg siv khoom koj muaj thaum kawg ntawm lub sijhawm (CE).
  5. Siv cov qauv saum toj no los xam koj cov neeg siv khoom tuav tus nqi.

Piv txwv li, yog tias koj muaj 500 tus neeg siv khoom thaum pib lub xyoo (CS), tau txais 100 tus neeg siv khoom tshiab hauv lub xyoo (CN), thiab muaj 450 tus neeg siv khoom thaum kawg ntawm lub xyoo (CE), koj cov neeg siv khoom tuav yuav yog:

((450-100)/500) x 100 = 70%

Qhov no txhais tau tias 70% ntawm koj cov neeg siv khoom txij thaum pib ntawm lub xyoo tseem nrog koj nyob rau thaum xaus ntawm lub xyoo.

Dollar Retention Rate (DRR)

DRR yog feem pua ​​​​ntawm Nyiaj tau you keep relative to the revenue you had at the beginning of the period (not counting new revenue). The formula is:

DRR = \frac{ARR_1 - ARR_{new} + ARR_{expansion} - ARR_{contraction}}{ARR_0} \times 100\%

Qhov twg:

  • ARR_0 is the Annual Recurring Revenue at the beginning of the period
  • ARR_1 is the Annual Recurring Revenue at the end of the period
  • ARR_{new} is the Annual Recurring Revenue from new customers acquired during the period
  • ARR_{expansion} is the Additional Annual Recurring Revenue from existing customers (upgrades, cross-sells, etc.)
  • ARR_{contraction} is the Lost Annual Recurring Revenue from existing customers (downgrades, cancellations, etc.)

This formula calculates the percentage of revenue retained from the existing customer base, considering factors such as upgrades, downgrades, and cancellations. A DRR above 100% indicates that the additional revenue from existing custom

Ib qho piv txwv ntawm kev xam qhov no yog faib koj cov neeg siv khoom los ntawm cov nyiaj tau los, tom qab ntawd xam CRR rau txhua qhov ntau. Ntau lub tuam txhab uas muaj txiaj ntsig zoo tuaj yeem muaj tus nqi qis rau cov neeg siv khoom tab sis siab duas rov qab thaum lawv hloov los ntawm cov ntawv cog lus me me rau cov ntawv cog lus loj dua. Tshaj tag nrho, lub tuam txhab muaj kev nyob nyab xeeb thiab muaj txiaj ntsig zoo dua txawm hais tias poob ntau cov neeg siv khoom me.

Kev Qhia Taw Qhia Zoo Kawg Nkaus rau Cov Neeg Siv Khoom

Qhov no infographic los ntawm M2 Nyob Tuav Tseg cov ntsiab lus cov neeg khaws cia cov ntaub ntawv khaws cia, vim li cas tuam txhab lag luam poob cov neeg siv khoom, yuav ua li cas thiaj xam cov neeg siv khoom kev tuav tseg (CRR), yuav ua li cas los suav cov nyiaj daus las retention tus nqi (DRR), nrog rau kev nthuav dav cov hauv kev los khaws koj cov neeg siv khoom:

  • Surprises - ua rau cov neeg xav tsis thoob nrog cov khoom foom tsis txaus siab lossis txawm sau ntawv sau cia.
  • Cov kev cia siab - poob siab cov neeg muas zaub feem ntau los ntawm kev teeb tsa kev cia siab yam tsis muaj tseeb.
  • Zoo siab - soj ntsuam cov ntsuas tseem ceeb uas qhia pom tias koj cov neeg siv khoom txaus siab npaum li cas.
  • Tswv yim - nug txog cov lus taw qhia seb koj cov neeg siv khoom zoo li cas tuaj yeem txhim kho thiab siv cov kev daws teeb meem uas cuam tshuam zoo tshaj plaws.
  • Sib tham - txuas ntxiv kev sib txuas lus koj txhim kho thiab tus nqi uas koj coj koj cov neeg siv khoom sijhawm.

Kev txaus siab txaus siab cov qhua tuaj noj mov yuav tsis txaus kom tau txais lawv cov neeg mob siab rau. Hloov chaw, lawv yuav tsum tau muaj kev pabcuam tshwjxeeb tsim nyog lawv rov ua haujlwm thiab xa mus. Nkag siab txog cov xwm txheej uas ua rau kev hloov pauv ntawm cov qhua tuaj noj mov no.

Rick Tate, Sau Ntawm Cov Kev Pab Cuam: Tsim Kom Zoo Dua, Ua Sai Dua, thiab Cov Neeg Siv Khoom Sib Txawv Zoo
Cov Neeg Siv Khoom Txais Tos Infographic

Kev Tshaj Tawm: Kuv tabtom siv kuv tus Amazon ua tus xaib txuas rau Rick Tate phau ntawv.

Douglas Karr

Douglas Karr yog CMO OpenINSIGHTS thiab tus founder ntawm lub Martech Zone. Douglas tau pab ntau ntau qhov kev vam meej MarTech startups, tau pab nyob rau hauv kev mob siab rau ntau tshaj $ 5 bil nyob rau hauv Martech nrhiav thiab kev nqis peev, thiab txuas ntxiv pab cov tuam txhab hauv kev siv thiab automating lawv cov kev muag khoom thiab kev lag luam cov tswv yim. Douglas yog tus paub thoob ntiaj teb kev hloov pauv digital thiab MarTech kws tshaj lij thiab hais lus. Douglas tseem yog tus sau phau ntawv Dummie phau ntawv qhia thiab phau ntawv ua lag luam.

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