Mungo Dunnett Associates: Management and Marketing Consultancy

Customer Retention

Key Benefits

Create robust management information that indicates the recent pattern of customer losses and gains, and the underlying financial impact of these

Identify the small % of the customer base where improved retention will create a disproportionate effect on the bottom line

Identify the improvements in the ways in which these customers should be handled, which can be mobilised in sales, marketing and customer service activity

Move away from an exclusive focus on the acquisition of new customers, and towards a sales and marketing strategy where key customers are approached or kept because of their profitability