Customer Retention

Increasing customer loyalty is usually framed as an investment — more service, more touch-points, more spend. There's another route the textbooks rarely flag: the things customers actually want often cost less to deliver, not more. Here's how to find them.

Customer loyalty drives long-term company value — everyone knows that. The harder question is what actually moves the needle once a customer is in the door. Here are the three elements that matter, and the one most companies skip because it isn't glamorous.

Most retention programs start with tactics — surveys, save offers, loyalty schemes — without first identifying what actually drives retention in the business. That's how you end up with activity but no movement on churn. Here are the four core drivers, and how to identify which one to attack first.

Competitions look like easy marketing wins until you see how many fail to attract or retain anyone worth keeping. The difference between the winners and the wasted spend isn't creative — it's planning. Here are the four things successful competitions do that the dismal ones skip.

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.

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.