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How Winning Companies Retain Customers:
Leveraging a Comprehensive Churn Management Approach to Improve Margins

Each morning, sales executives across the globe marshal their resources in coordinated efforts to acquire new customers. Little expense is spared. Sales teams employ special promotions, reward programs, techniques for winning trust, and an exorbitant volume of invaluable customer data. They are joined by legions of marketing consultants, interactive agencies, psychographic experts, sociologist demographers, and others, all working together to close the deal. And with each quarterly release of financials, you can almost hear the collective jubilation of teams that exceeded their sales goals – in glaring contrast to the groans of those that did not.

Acquiring customers is a fundamental capability of any successful business. The teams described above add tremendous value to their organizations' top-line growth. However, a relevant question must be asked: Is there an equally aggressive effort to keep the customers they already have? Most companies would have to answer "no".