Why do customers keep coming back?
Across every purchase category, customers are now empowered and companies must adapt. Digital natives push expectations to new heights, while others play catch-up, struggling to provide relevant personalized experiences.
Accenture surveyed 500 respondents across multiple industries and company sizes online in the United States to understand
customers’ retention drivers, customer success activities that influence retention, and the value of the customer success manager (CSM). Our key findings uncover the factors influencing retention and demonstrate just how valuable the CSM is in motivating renewals.
Making customers feel valued
According to our research, exceeding expectations and making customers feel valued are major contributors to customer retention.
The factors impacting customer renewals
Key findings from our research point to four areas as having the greatest impact on customers’ likeliness to renew.
Deepening customer stickiness
As companies consider where to invest in the customer experience, it is essential to consider the following guidelines: