Customer Churn: Definitions and Professional Skills

Customer retention is something that every business should pay more attention to, based on the fact that unhappy customers can lead to a dramatic loss in revenue. The user experience is paramount when it comes to customer retention. The more comfortable and connected your customers feel while using your product, the more likely they are to continue being one of your customers. If your customers are frustrated with your product, there is a good chance they are going to take their business elsewhere. You can decrease the chances of your customers leaving by improving the experience they have using your product.

Your goal should be to reduce churn as much as you possibly can. Many companies evaluate customer churn internally and attempt to resolve the problems that are present after they have been identified. It is a far better idea to study the user experience before releasing a product and account for churn before it becomes a problem. The best way to reduce churn is to really understand how customers are interacting with a product. Losing customers starts with the onboarding process. If your customers are easily able to get started and integrated with your product, there is a much better chance they are going to continue doing business with your company. You can kind of think about this level of customer churn in the same way that you would think about a first impression. You only get one chance to make a first impression with an individual that you meet for the first time. That interaction is inevitably going to set a precedent for the relationship. Inherent biases are often the result of small details we perceive upon a first impression. The same principles apply to the onboarding experience that customers have with a product or service. The better user experience you provide in this initial stage, the higher your customer retention is going to be.

Your goal as a business should be to create a product that solves a problem for your customers. This is a fundamental element that every business is centered around. Using this as a starting point is excellent when it comes to creating a product that is going to be useful to a customer base. Evaluating your product and increasing the utility that your customers receive from using your product or service is essential. Understanding the utility that your customers are getting from your product will put you in a great position to reduce churn. Most customers are fairly basic when it comes to their satisfaction with a product. People want a product with a great user experience. The last thing that a customer wants is to become frustrated while using a product. If your customers are running into issues while interacting with your product, you are going to have an increase in churn.

The best way to identify these potential issues is by really studying the way customers interact with your product. It is fairly easy for a company to assume that their product is easy to use. New customers are not going to interact with your product as fluently and flawlessly as you would be able to, based on the simple fact that there is a lack of familiarity that they have with your product. If you study the user experience, you will be able to identify holes where customers are having problems. Identification is the key when it comes to reducing churn in business. The better you are able to identify issues your customers are having while using your product, the better position your business will be to reduce churn.