By 2025, 75% of companies will “break up” with poor-fit customers as the cost of retaining them eclipses good-fit customer acquisition costs, according to Gartner.
“Business leaders are starting to recognize how costly keeping a poor-fit customer can be for business, such as overcustomization, custom-made solutions and outsize time spent on servicing,” says Neha Ahuja, director, team manager in the Gartner Marketing practice. Gartner research shows that all functions must agree on a common set of attributes that define a poor-fit customer and then determine how each of those attributes would appear in related functions.
“Organisations will need a consistent data analysis strategy to capture and align customer data across different silos. This analysis strategy will be critical for predicting poor-fit customers,” says Emily Potosky, senior principal: research in the Gartner Customer Service & Support practice. * Create a customer-fit score to inform actions to take with a customer, such as deciding to further grow the relationship, maintain the relationship or break up with the customer.
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