Roughly two-thirds of customers say they'd rather solve a problem themselves than talk to a person — but only when the self-service experience actually works. Most don't. Here's the checklist for building self-service that customers prefer, not just tolerate, across software, knowledge base, chatbots and the human safety net behind them.
Three minutes after your first NPS survey closes, management will want a report. The question is what to put in it beyond the score chart. Here are the nine elements that every NPS report needs, plus what to deliberately exclude, so the report drives action instead of arguments about sample size and "that score can't be right".
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.