Most resellers focus on acquiring new business and many don’t address churn until it is too late. If you want to grow your business effectively, managing your churn pro-actively, from the outset, is essential.
You can’t grow your business if for every new customer won, two existing customers are lost, yet by reducing churn, your bottom line can be improved.
Acquiring new customers is much more expensive than retaining the ones you have. Also, the probability of a successful sale with an existing customer is much higher than that of a new prospect.
Strategies for managing churn
Start by setting realistic objectives and KPIs. Make sure they are SMART – Specific, Measurable, Achievable, Realistic and Timely.
Gather information
By analysing churn figures, you may start to understand why your customers are leaving and put a plan in place to turn things around.
If your customers are on short-term contracts in a price-sensitive, commodity market, like mobile broadband, they can give 30-days’ notice and move to a cheaper provider very easily. Customers will move to get more data at a reduced monthly cost.
Red Flags
You may already be aware of issues within the company. Sales may have raised issues relating to competitor offerings, and billing managers may have reported complaints, resulting in withheld payments. If you know where the problems are, you can start to put processes in place to address them.
Depending on the issues raised, you may want to compare your offerings and look for differentiated services. Consider reviewing your ‘buy prices’, on-boarding processes and customer support.
By being proactive and being in constant contact with customers experiencing pain points, you may be able to resolve issues and help to reduce churn.
Prioritisation
Where do I start? Start with your biggest customers by spend. Focus on customers you want to save and who can be saved.
Jola is an award-winning, channel-only supplier of business communications, specialising in mobile data SIMs. We are a global eSIM MVNO, providing innovative IoT and mobile data solutions to MSPs, ISPs, IT Support companies and Telecommunications Resellers.
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