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Taofiaga o Tagata Faʻatau: Faʻamaumauga, Fuafuaga, ma Fuafuaina (CRR vs DRR)

Matou te fefaʻasoaaʻi laʻititi e uiga i le mauaina ae le lava e uiga i taofia tagata faatau. Sili faʻatauga maketi e le faigofie e pei o le faʻateleina o le tele o isi taʻitaʻiga, e faʻapea foʻi i le faʻataʻitaʻiina o le mea saʻo. O le taofia o tagata faʻatau e masani lava ose vaega o le tau ole mauaina mai o mea fou.

Faatasi ai ma le faʻamaʻi, na tulituliloa kamupani ma e leʻi faʻamalosi i le mauaina o oloa ma auaunaga fou. E le gata i lea, o fonotaga fa'atau a le tagata lava ia ma fonotaga fa'atauga na matua fa'alavelaveina ai fuafuaga fa'atau i le tele o kamupani. A'o matou liliu atu i fonotaga ma mea na tutupu, o le tele o kamupani e mafai ona fa'atauina fa'atauga fou na malo. O lona uiga o le fa'amalosia o so'otaga po'o le fa'atauina o tagata fa'atau o lo'o iai nei e taua tele i le fa'atumauina o tupe maua ma fa'aolaola le kamupani.

Taʻitaʻiga i le maualuga-tuputupu aʻe faʻapotopotoga na faʻamalosia e vaʻavaʻai totoʻa i tagata faʻatau taofi pe a fai o avanoa maua ua faʻaititia. Ou te tau faʻatali e fai atu o se tala lelei ... na avea ma se aʻoaʻoga tiga tele i le tele o faʻalapotopotoga e tatau ona latou faʻamalosia ma faʻamalosia a latou tagata faʻatau taofi togafiti.

O le faatumauina o tagata faatau e matua taua tele i le manuia o pisinisi mo ni mafuaaga se tele:

  • Tau-lelei: 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.
  • Fa'ateleina tupe maua: O tagata fa'atau o lo'o i ai nei e sili atu ona toe faia fa'atauga ma fa'aalu le tele o tupe i le aluga o taimi, e mafua ai le fa'atupulaia o tupe maua mo le pisinisi.
  • Fa'atauga mai le gutu: O tagata fa'amalieina o lo'o fa'amalieina e sili atu ona fa'afeiloa'i a latou uo ma aiga i le pisinisi, lea e mafai ona ta'ita'ia ai tagata fa'atau fou ma fa'atupulaia tupe maua.
  • Fa'amaoni fa'ailoga: O se maualuga maualuga o le faʻamauina o tagata faʻatau e faʻaalia ai ua fausia e le pisinisi se faʻavae faʻamaoni faʻatau e faʻalagolago ma faʻatauaina le ituaiga.
  • Avanoa tauvaga: Businesses with high customer retention rates have a competitive advantage over those without, as they have a steady stream of revenue and loyal customers.

O a Fa'afitauli e A'afia ai Tagata Fa'atau?

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

  • Le lelei le tautua a tagata fa'atau: 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.
  • Tulaga lelei o oloa po'o auaunaga: O lo'o fa'amoemoe le au fa'atau oloa ma tautua e fa'afetaui o latou mana'oga ma fa'atino e pei ona fa'asalalauina. Afai o oloa e maualalo le lelei po'o auaunaga e le fetaui ma fa'amoemoega, e ono va'ai tagata fa'atau i se isi mea.
  • Leai se fa'asinomaga: E talisapaia e tagata fa'atau mea na tutupu fa'apitoa, e pei o fautuaga fa'apitoa, ofo fa'apitoa, ma feso'ota'iga fa'apitoa. Pisinisi e le tuʻuina atu faʻamatalaga faʻapitoa e ono tauivi e taofi tagata faʻatau.
  • tau: 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.
  • Tauvaga: 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.
  • Suiga i mana'oga po'o mana'oga o tagata fa'atau: E mafai ona suia mana'oga ma mea e fiafia i ai tagata fa'atau i le aluga o taimi, ma e tatau i pisinisi ona mafai ona fetuutuuna'i ma fa'afetaui nei suiga mana'oga e taofi ai a latou tagata fa'atau.
  • Suiga i le au fai filifiliga: O suiga e masani lava i kamupani i aso nei, ma o le au fai filifiliga na filifilia lau oloa poʻo lau tautua i aso nei atonu e le o iai i le taimi faʻafouina. E masani ona tatou vaaia se suiga i tekinolosi ma auaunaga faaopoopo (pei o lala sooupu) pe a iai se suiga i le taitaiga i totonu o le faalapotopotoga.
  • Le mautonu: 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.

Fuainumera Faamauina Tagata Faʻatau

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% o toe faʻatau tagata faʻatau faʻaalu tele i le latou tolu tausaga o faʻatau mai se pisinisi nai lo le latou muamua ono masina.
  • I le faʻateleina o lau tagata faʻatau taofi fua ile 5%, kamupani mafai faateleina tupe mama e 25% i le 95%.
  • 82% o kamupani e ioeina Tagata faatau taofi tau e itiiti ifo nai lo tagata faatau mauaina.
  • 68% o tagata faʻatau e le toe foʻi i se pisinisi pe a maeʻa leaga aafiaga faatasi ma i latou.
  • 62% o tagata faʻatau lagona le faʻailoga latou sili ona faʻamaoni i ai e le o lava le faia i taui tagata faʻamaoni faamaoni.
  • 62% o US tagata faʻatau na siitia atu i se isi ituaiga i le tausaga talu ai ona o le leaga le aufaʻatau tagata.

Fuafuaina o Taofiofia Fuafua (Tagata Faʻatau ma Tala)

O fua fa'atumauina e tatau lava ona a KPI i so'o se pisinisi e fa'alagolago i fa'afouga. Ma e le na o le faitau aofaʻi o tagata faʻatau talu ai e le o faʻatau uma e faʻaalu le aofaʻi tutusa o tupe ma lau kamupani. E lua auala e fa'atatau ai fua faatatau o le fa'atumauina:

Fua Fa'amauina o Tagata Fa'atau (CRR)

CRR o le pasene o tagata e faaaogāina auaunaga e te fa'atatau i le numera na e maua i le amataga o le vaitau (e le o faitaulia tagata fou). Ina ia fa'atatau le tau o le fa'amauina o tagata fa'atau, e mafai ona e fa'aogaina le fua fa'atatau lea:

Tagata Fa'atau\ Fa'amauina\ Fua = \frac{(CE-CN)}{CS} \taimi 100

Afai:

  • CE = numera o tagata fa'atau ile fa'ai'uga o se vaitaimi
  • CN = numera o tagata fa'atau fou na maua i lena lava vaitaimi
  • CS = numera o tagata faʻatau i le amataga o lena vaitaimi

O laasaga nei e siaki ai le fua faatatau o le faatumauina o tagata faatau:

  1. Filifili le vaitaimi e te manaʻo e siaki. Atonu o se masina, kuata, po o se tausaga.
  2. Fuafua le numera o tagata fa'atau na e maua i le amataga o le vaitaimi (CS).
  3. Fuafua le numera o tagata fa'atau fou na e mauaina ile vaitaimi (CN).
  4. Su'e le aofa'i o tagata fa'atau na e maua i le fa'ai'uga o le piriota (CE).
  5. Fa'aoga le fua fa'atatau o lo'o i luga e fa'atatau ai le fua faatatau o le fa'amauina o lau tagata fa'atau.

Mo se faʻataʻitaʻiga, afai e 500 au faʻatau i le amataga o le tausaga (CS), mauaina 100 tagata faʻatau fou i le tausaga (CN), ma maua 450 tagata faʻatau i le faʻaiʻuga o le tausaga (CE), o lau aofaʻi faʻamauina o le a:

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

O lona uiga o le 70% o au tagata fa'atau mai le amataga o le tausaga sa i ai pea ma oe i le fa'ai'uga o le tausaga.

Tala Fa'amauina o Tala (DRR)

DRR o le pasene o Tupe maua 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\%

Afai:

  • 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

O se tasi o auala e fa'atatau ai lenei mea o le fa'avasegaina lea o au tagata fa'atau e ala i se vaega o tupe maua, ona fa'atatau lea o le CRR mo vaega ta'itasi. O le tele o kamupani e maualuga le tupe maua e mafai ona maua maualalo le faʻatumauina o tagata ae maualuga tala tāofi a o latou sui mai konekalate laiti i konekarate lapopoʻa. I le aotelega, o le kamupani e sili atu le maloloina ma sili atu le aoga e ui lava i le toʻesea o le tele o tagata faʻatau.

Le Faʻatonuga Sili i le Taofiaga Tagata Faʻatau

Lenei faʻamatalaga mai M2 Taofimau auiliiliga faʻamaumauga teuina tagata faʻatau, aisea kamupani leiloa tagata faʻatau, pe faʻafefea ona fuafua le faʻatumauina ole aufaʻatau tagata (CRR), faʻafefea ona fuafua le taofiga o le tāofi o tala (DRR), faʻapea foʻi ma auiliiliga auala e taofia ai au tagata faʻatau:

  • Faʻalavelave - faʻateʻia tagata faʻatau i taulaga e leʻi fuafuaina poʻo se tusi tusitusi.
  • Faamoemoega - tagata faʻatau le fiafia e masani ona o mai mai le faʻatutuina o mea le talafeagai faʻamoemoeina.
  • Satisfaction - mataʻituina faʻatinoina gaioiga faʻailoga e maua ai le malamalamaaga i le faʻamalieina o au tagata faʻatau.
  • Finagalo Faaalia – ask for feedback on how your customer experience could be improved and implement those solutions that have the greatest impact.
  • Fesoʻotaʻi - faʻaauau fesoʻotaʻiga au faʻaleleia ma le tau o loʻo e aumaia au tagata faʻatau ile taimi.

Naʻo le faʻamalieina o tagata faʻatau e le lava e maua ai lo latou faʻamaoni. Nai lo lena, e tatau ona latou maua se faʻapitoa tautua talafeagai mo latou toe pisinisi ma faʻasino. Malamalama i mafuaʻaga e mafua ai lenei fouvalega tagata faʻatau.

Rick Tate, Tusitala o Le Auaunaga Pro: Fausiaina Sili Atu, Vave, ma Eseese Tagata Faʻatau
Tagata Faʻatau Fesoasoani Infographic

Faʻailoaina: O loʻo ou faʻaaogaina laʻu fesoʻotaʻiga i le Amazon mo le tusi a Rick Tate.

Douglas Karr

Douglas Karr o CMO o OpenINSIGHTS ma le na faavaeina le Martech Zone. Ua fesoasoani Douglas i le tele o amataga manuia o MarTech, ua fesoasoani i le filiga tatau o le sili atu i le $ 5 piliona i le mauaina o le Martech ma tupe teufaafaigaluega, ma o loʻo faʻaauau pea ona fesoasoani i kamupani i le faʻatinoina ma le otometi a latou faʻatauga ma maketi. Douglas ose suiga fa'atekinolosi fa'avaomalo fa'avaomalo ma MarTech fa'apitoa ma failauga. O Douglas foi o se tusitala lolomi o le Dummie's guide ma se tusi taʻitaʻi pisinisi.

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