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.

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.