Jazmine Batista
Menu
  • Home
  • About
  • Blog
  • Contact
Menu

Analytics in Customer Retention: Science vs. Art

Posted on March 14, 2020 by jazminebatista
Screen Shot 2020-01-16 at 8.23.18 PM.png

   In marketing, analytics is essential and relevant patterns found within data that are applied towards efficient decision making, especially for brands. For companies, they use “science” and “art” to help organize their discoveries and have successful analytics, whether it’s for the present or future of a brand. (Links to an external site.) It’s essential to have a balance between the two to get the best results for a brand. For example, changes in behaviors from a consumer can be buying the product less often; ending of a contract or an important event can indicate if a customer may discontinue doing business with a particular brand. Customer retention efforts occur when brands try to mend fences with consumers that may not want to continue the relationship. It’s the company’s job to create a memorable moment to engage with the consumer before it’s too late. The “science” may describe patterns in which the consumers with identical behaviors have left an organization, or an important event is approaching. (Links to an external site.) If a customer is approaching the conclusion of a membership or contract, a customer service employee should get a hold of the consumer and try to keep them as loyal customers.

Screen Shot 2020-01-16 at 8.22.22 PM.png

   For “art” in customer retention, awareness is used to secure the relationship between the business and the consumer. (Links to an external site.) If a loyal consumer has stopped using a business’s service because they have moved out of the area, the company has to allow the consumer to leave without any hesitation. I currently manage a local boutique gym. In my position, if I receive a cancellation from a loyal member and its states relocation, I can’t do anything in my power to prevent them from canceling, compared to if it states “no time to attend” or “changing fitness routine” I can give them a call or offer them other options like within pricing or freeze their account.

Screen Shot 2020-01-16 at 8.24.52 PM.png

   As technology grows and as the years’ pass, analytics becomes more authentic by the minute, which makes analytics more essential for brands in all aspects of marketing and customer experience. This creates more opportunities to increase a client base and keep their loyal consumers. Companies need always to recognize the balance of science and art of analytics and how and when to apply this resource at its most significant potential.  

Recent Posts

  • The Content Marketing Strategy Process for a Brand
  • How Customer Experience affects Brand Marketing?
  • Reasons Why Brands Should Increase their Customer Retention
  • Why Guerrilla Marketing is Essential to Businesses?
  • Why Channel Marketing is Essential for Brands

Recent Comments

    Archives

    • June 2020
    • May 2020
    • April 2020
    • March 2020
    • February 2020
    • January 2020
    • December 2019
    • November 2019
    • October 2019
    • September 2019

    Categories

    • Uncategorized

    Meta

    • Log in
    • Entries feed
    • Comments feed
    • WordPress.org
    © 2022 Jazmine Batista | Powered by Minimalist Blog WordPress Theme