Ensuring a smooth checkout process can improve customer retention

New Ideas in MarketingEssential news for marketers, summarised by YouGov
August 14, 2019, 5:15 AM UTC

Brands must also look to provide good customer service.  

This article suggests measures to improve customer retention. The piece cites a Marketing Metric report which found that the likelihood of selling to new customers is between 5 to 20%, which changes to 60-70% in the case of existing customers.

Companies must offer good customer service. When dealing the unhappy customers, brands must use the opportunity “to leave a good impression” by resolving consumer concerns. The article also suggests ensuring a smooth checkout process to encourage repeat purchases.

Data gained through studying the most loyal customer segments can inform future strategies and personalisation efforts. Brands making a positive social impact can improve their customer retention. The article references a Nielsen survey which revealed that 55% of customers are willing to pay extra on offerings from companies that have dedicated social impact plans.  

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[6 minute read]