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Idaduro Onibara: Awọn iṣiro, Awọn ogbon, ati Awọn iṣiro (CRR vs DRR)

A pin pupọ diẹ nipa ohun-ini ṣugbọn ko to nipa idaduro onibara. Awọn ilana titaja nla ko rọrun bi iwakọ siwaju ati siwaju sii awọn itọsọna, o tun jẹ nipa iwakọ awọn itọsọna to tọ. Idaduro awọn alabara jẹ ida nigbagbogbo ti iye owo ti gbigba awọn tuntun.

Pẹlu ajakaye-arun naa, awọn ile-iṣẹ kọlu ati pe wọn ko ni ibinu ni gbigba awọn ọja ati iṣẹ tuntun. Ni afikun, awọn ipade tita inu eniyan ati awọn apejọ titaja ṣe idiwọ awọn ilana imunibinu pupọ ni awọn ile-iṣẹ pupọ julọ. Lakoko ti a yipada si awọn ipade foju ati awọn iṣẹlẹ, agbara ọpọlọpọ awọn ile-iṣẹ lati wakọ awọn tita tuntun ni aotoju. Eyi tumọ si pe awọn ibatan okunkun tabi paapaa biba awọn alabara lọwọlọwọ jẹ pataki lati jẹ ki awọn owo n wọle lọ ati ile-iṣẹ leefofo.

A fi agbara mu olori ninu awọn ajo idagba giga lati fiyesi pẹkipẹki si idaduro alabara ti awọn aye ohun-ini ba dinku. Emi yoo ṣiyemeji lati sọ iyẹn jẹ awọn iroyin ti o dara… o ti di ẹkọ ti o han gbangba irora si ọpọlọpọ awọn ajo pe wọn ni lati lọ si oke ati mu awọn ilana idaduro alabara wọn le.

Idaduro alabara jẹ pataki pupọ si aṣeyọri iṣowo fun awọn idi pupọ:

  • Iye owo-ṣiṣe: Retaining existing customers is more cost-effective than acquiring new ones. Acquiring new customers can cost up to five times more than retaining existing ones.
  • Idagba owo-wiwọle: Awọn alabara ti o wa tẹlẹ jẹ diẹ sii lati ṣe awọn rira tun ati lo owo diẹ sii ju akoko lọ, ti o yori si idagbasoke owo-wiwọle fun iṣowo naa.
  • Titaja ọrọ-ẹnu: Awọn alabara ti o ni itẹlọrun jẹ diẹ sii lati tọka awọn ọrẹ ati ẹbi wọn si iṣowo naa, eyiti o le ja si awọn alabara tuntun ati idagbasoke owo-wiwọle.
  • Iṣotitọ ami iyasọtọ: Ipele giga ti idaduro alabara tọkasi pe iṣowo naa ti kọ ipilẹ alabara olotitọ ti o gbẹkẹle ati iye ami iyasọtọ naa.
  • Idije anfani: Businesses with high customer retention rates have a competitive advantage over those without, as they have a steady stream of revenue and loyal customers.

Kini Awọn Ọrọ Idaduro Onibara Ipa?

Several issues can impact customer retention, and some of the most important ones include:

  • Iṣẹ alabara ti ko dara: Customers who experience poor service, such as slow response times, rude or unhelpful staff, or inaccurate information, will likely become dissatisfied and may leave the business.
  • Didara ọja tabi iṣẹ: Awọn alabara nireti awọn ọja ati iṣẹ lati pade awọn iwulo wọn ati ṣe bi ipolowo. Ti awọn ọja ba jẹ didara kekere tabi awọn iṣẹ ko ni ibamu pẹlu awọn ireti, awọn alabara le wo ibomiiran.
  • Aini ti ara ẹni: Awọn onibara ṣe riri awọn iriri ti ara ẹni, gẹgẹbi awọn iṣeduro ti ara ẹni, awọn ipese ti ara ẹni, ati ibaraẹnisọrọ ti ara ẹni. Awọn iṣowo ti ko pese awọn iriri ti ara ẹni le tiraka lati da awọn alabara duro.
  • Iye: Customers are often price-sensitive and seek the best value for their money. Customers may switch to a different business if competitors offer lower prices or better value.
  • Idije: In a competitive market, businesses must work hard to differentiate themselves and stand out from their competitors. If a business cannot compete effectively, it may struggle to retain customers.
  • Awọn iyipada ninu awọn iwulo alabara tabi awọn ayanfẹ: Awọn iwulo alabara ati awọn ayanfẹ le yipada ni akoko pupọ, ati pe awọn iṣowo gbọdọ ni anfani lati ṣe deede ati pade awọn iwulo iyipada wọnyi lati da awọn alabara wọn duro.
  • Awọn iyipada ninu awọn oluṣe ipinnu: Iyipada jẹ wọpọ ni awọn ile-iṣẹ ni ode oni, ati awọn oluṣe ipinnu ti o yan ọja tabi iṣẹ rẹ loni le ma wa nibẹ ni akoko isọdọtun. Nigbagbogbo a rii iyipada ninu awọn imọ-ẹrọ ati awọn iṣẹ afikun (bii awọn ile-iṣẹ) nigbati iyipada ba wa ninu adari laarin ajo naa.
  • Aidaniloju: Economic or financial uncertainty can significantly impact renewals as your customers may seek to shed some costs. It’s essential that you always provide feedback on the value you’re bringing your customers so you’re not at the top of the chopping blog.

Awọn iṣiro Idaduro Onibara

There are invisible costs that come with poor customer retention. Here are some stand-out statistics that should increase your focus on customer retention:

  • 67% ti awọn onibara ti n pada pada lo diẹ sii ni ọdun kẹta ti ifẹ si iṣowo ju ni oṣu mẹfa akọkọ wọn.
  • Nipa jijẹ oṣuwọn idaduro alabara rẹ nipasẹ 5%, awọn ile-iṣẹ le mu ere nipasẹ 25% si 95%.
  • 82% ti awọn ile-iṣẹ gba pe awọn idiyele idaduro alabara kere si imudani alabara.
  • 68% ti awọn onibara kii yoo pada si iṣowo lẹhin nini a iriri ti ko dara pẹlu wọn.
  • 62% ti awọn alabara lero pe awọn burandi ti wọn jẹ aduroṣinṣin julọ si ko ṣe to lati ere iṣootọ alabara.
  • 62% ti awọn alabara AMẸRIKA ti gbe si ami iyasọtọ miiran ni ọdun to kọja nitori a iriri alabara talaka.

Ṣe iṣiro Oṣuwọn Itọju (Onibara ati Dola)

Awọn metiriki idaduro yẹ ki o jẹ patapata a KPI ni eyikeyi iṣowo ti o da lori isọdọtun. Ati pe kii ṣe kika awọn alabara nikan nitori kii ṣe gbogbo awọn alabara lo iye owo kanna pẹlu ile-iṣẹ rẹ. Awọn ọna meji lo wa lati ṣe iṣiro awọn oṣuwọn idaduro:

Oṣuwọn Idaduro Onibara (CRR)

CRR jẹ ipin ogorun ti onibara o tọju ibatan si nọmba ti o ni ni ibẹrẹ akoko (kii ṣe kika awọn alabara tuntun). Lati ṣe iṣiro oṣuwọn idaduro alabara, o le lo agbekalẹ atẹle yii:

Onibara \ Idaduro \ Oṣuwọn = \ frac {(CE-CN)}{CS} \ igba 100

ibi ti:

  • CE = nọmba awọn onibara ni opin akoko ti a fun
  • CN = nọmba ti awọn onibara titun ti o gba ni akoko kanna
  • CS = nọmba awọn onibara ni ibẹrẹ akoko naa

Eyi ni awọn igbesẹ lati tọpa oṣuwọn idaduro alabara:

  1. Ṣe ipinnu akoko ti o fẹ tọpa. Eyi le jẹ oṣu kan, mẹẹdogun, tabi ọdun kan.
  2. Ṣe ipinnu nọmba awọn alabara ti o ni ni ibẹrẹ akoko (CS).
  3. Ṣe ipinnu nọmba awọn alabara tuntun ti o gba lakoko akoko (CN).
  4. Ṣe ipinnu nọmba awọn alabara ti o ni ni opin akoko naa (CE).
  5. Lo agbekalẹ loke lati ṣe iṣiro oṣuwọn idaduro alabara rẹ.

Fun apẹẹrẹ, ti o ba ni awọn alabara 500 ni ibẹrẹ ọdun (CS), gba awọn alabara tuntun 100 lakoko ọdun (CN), ati pe o ni awọn alabara 450 ni opin ọdun (CE), oṣuwọn idaduro alabara rẹ yoo jẹ:

((450-100)/500) x 100 = 70%

Eyi tumọ si pe 70% ti awọn alabara rẹ lati ibẹrẹ ọdun tun wa pẹlu rẹ ni opin ọdun.

Oṣuwọn Idaduro Dọla (DRR)

DRR jẹ ipin ogorun ti Wiwọle you keep relative to the revenue you had at the beginning of the period (not counting new revenue). The formula is:

DRR = \frac{ARR_1 - ARR_{new} + ARR_{expansion} - ARR_{contraction}}{ARR_0} \times 100\%

ibi ti:

  • ARR_0 is the Annual Recurring Revenue at the beginning of the period
  • ARR_1 is the Annual Recurring Revenue at the end of the period
  • ARR_{new} is the Annual Recurring Revenue from new customers acquired during the period
  • ARR_{expansion} is the Additional Annual Recurring Revenue from existing customers (upgrades, cross-sells, etc.)
  • ARR_{contraction} is the Lost Annual Recurring Revenue from existing customers (downgrades, cancellations, etc.)

This formula calculates the percentage of revenue retained from the existing customer base, considering factors such as upgrades, downgrades, and cancellations. A DRR above 100% indicates that the additional revenue from existing custom

Ọna kan ti iṣiro eyi ni lati pin awọn alabara rẹ nipasẹ iwọn wiwọle, lẹhinna ṣe iṣiro CRR fun sakani kọọkan. Ọpọlọpọ awọn ile-iṣẹ ti o ni ere pupọ le ni gangan idaduro alabara kekere ṣugbọn idaduro dola giga bi wọn ṣe yipada lati awọn ifowo siwe si awọn adehun nla. Iwoye, ile-iṣẹ naa ni alara ati ere diẹ sii bii pipadanu ọpọlọpọ awọn alabara kekere.

Itọsọna Gbẹhin si Idaduro Onibara

Yi infographic lati M2 Ni Idaduro awọn alaye awọn iṣiro idaduro alabara, kilode ti awọn ile-iṣẹ padanu awọn alabara, bawo ni lati ṣe iṣiro oṣuwọn idaduro alabara (CRR), bii a ṣe le ṣe iṣiro oṣuwọn idaduro dola (DRR), bakanna bi awọn ọna alaye lati ṣe idaduro awọn alabara rẹ:

  • Awọn iyanilẹnu - ṣe iyalẹnu awọn alabara pẹlu awọn ọrẹ airotẹlẹ tabi paapaa akọsilẹ ọwọ.
  • Awọn ireti - awọn alabara ti o ni ibanujẹ nigbagbogbo wa lati siseto awọn ireti ti ko daju.
  • itelorun - ṣe atẹle awọn ifihan iṣẹ bọtini ti o pese oye lori bi o ṣe ni itẹlọrun awọn alabara rẹ.
  • esi – ask for feedback on how your customer experience could be improved and implement those solutions that have the greatest impact.
  • Ibaṣepọ - nigbagbogbo tẹsiwaju awọn ilọsiwaju rẹ ati iye ti o mu awọn alabara rẹ kọja akoko.

Awọn alabara itẹlọrun lasan kii yoo to lati gba iṣootọ wọn. Dipo, wọn gbọdọ ni iriri iṣẹ alailẹgbẹ ti o yẹ fun iṣowo atunwi ati itọkasi wọn. Loye awọn ifosiwewe ti o fa iṣọtẹ alabara yii.

Rick Tate, Onkọwe ti Iṣẹ Iṣẹ naa: Ṣiṣẹda Dara julọ, Yiyara, ati Onibara Oniruuru
Infographic Idaduro Onibara

Ifihan: Mo n lo ọna asopọ alafaramo Amazon mi fun iwe Rick Tate.

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