Focus on Customer Engagement to Improve Retention

Client Results Story

Opportunity

Opportunity

With growth opportunities shrinking, the company decided to focus on retaining, not acquiring, customers. Its best opportunities lay in improving its customer-retention rate of 35%. It also wanted more customers to choose its brand when replacing a phone. But the company’s fragmented data management system prevented it from identifying and tracking customers or obtaining user feedback.

Approach

Approach
  • Diagnose. Working with Bain, the company determined the main causes of customer churn―which included product quality and lack of brand promotion or word of mouth―then identified user groups that could improve the overall retention rate, including high-influence and high-churn users.
  • Engage. Bain helped the company understand and map all aspects of the user journey―from product consideration through purchase and after-purchase services―and developed internal and external engagement methods for each step of that journey. This included proactively dealing with negative social media, creating special promotions for influencers, and developing remote diagnosis and repair technology.
  • Restructure. The company assigned the tasks for implementing these engagement activities, creating a reporting structure and product toolkit so those closest to the customer could make decisions to improve retention and brand value.

Results

Results

focus- on-customer-engagement-20-result


key customer-retention responsibilities were mapped and assigned to corporate and regional offices

focuse-on-customer-60%
projected retention rate over the next 5 years


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