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The Polaris team walked us through this survey process with diligence – first assisting us in clearly defining our goals and then carefully crafting the questionnaires to achieve them. Their skillful structure of the survey was ‘spot on’ and the results gave us the information we needed to develop our successful new marketing campaign. end-quotes
  
Donata Marcus
Assistant to the President
Arc Development LLC

The comprehensive customer lifecycle marketing research program includes surveying:

  • Competitors' Customers
  • New or Early-Llife Customers
  • Loyal Customers
  • Lost Customers (Churn Research)

    • Customer Retention Part of Customer Lifestyle Research

    Achieving the objective of improving the customer's overall experience and reducing churn rate requires better and more immediate customer feedback. A comprehensive customer lifecycle market research survey program might include surveying prospective customers, competitors' customers, new (early life) customers, current/long-standing (loyal) customers and previous (lost) customers. In the spirit of a strong offense being the best defense, a strong customer retention survey program will help management defend against customer attrition proactively by determing potential causes for defection and developing programs to promote loyalty.

    We have all heard the axiom that it can cost five times more to get a new customer than to retain an existing one. With that kind of return on investment, it's very important to gather data regarding the reasons for customer churn to prevent the loss in the first place. Also, it would be very valuable to learn what it would take to get them back (win-back research).

    Most Dissatisfied Customers Simply Leave

    Customer satisfaction research has shown that most customers do not communicate their bad experiences with a product or service with their supplier. Rather, they simply stop using that service or buying that product. They will, however, pass on their negative experiences to friends and business associates. It is vital, therefore, to track the core reasons why customers stop purchasing products/discontinue service.

    The objective of the retention survey and lost customer research is to gain an understanding of why customers are leaving and what would bring them back. It is important to track lost customers’ perceptions over time to ensure that management continually understands reasons why customers might cancel a service or stop purchasing a product and what new things could be put in place to retain them or win them back.

    Polaris specializes in helping companies build and maintain a competitive advantage by becoming more customer focused. We have helped a number of companies across various industries understand what causes customers to leave and how to improve current customers’ satisfaction and ultimately increase overall retention rates.

    Contact us to learn more about customer retention and a retention survey program.