existing customer is 60–70%.
The probability of selling to a
new prospect is 5–20%.
Marketing Metrics
1
The probability of selling to an
existing customer is 60–70%.
The probability of selling to a
new prospect is 5–20%.
existing customer is 60–70%.
The probability of selling to a
new prospect is 5–20%.
2
A 2% increase in customer
retention has the same effect
as decreasing costs by 10%.
retention has the same effect
as decreasing costs by 10%.
Leading on the Edge of Chaos,
Emmet Murphy & Mark Murphy
3
Price is not the main reason
for customer churn, it is actually
due to the overall poor quality
of customer service.
for customer churn, it is actually
due to the overall poor quality
of customer service.
Accenture
4
A customer is 4 times more
likely to defect to a competitor if
the problem is service-related rather
than price-or product-related.
likely to defect to a competitor if
the problem is service-related rather
than price-or product-related.
Bain & Company
5
For every customer complaint there are 26 other
unhappy customers who have remained silent.
Lee Resource
6
Happy customers who get their
issue resolved tell about 4–6
people about their experience.
issue resolved tell about 4–6
people about their experience.
White House Office of Consumer Affairs
7
70% of buying
experiences are based on
how customers feel
they are being treated.
experiences are based on
how customers feel
they are being treated.
McKinsey & Company
8
A dissatisfied customer
will tell between 9 and 15 people
about their experience. Around
13% of dissatisfied customers
tell more than 20 people.
White House Office of Consumer Affairs
9
Customers who rate you
5 on a scale from 1 to 5
are 6 times more likely
to buy from you again,
compared to only giving
you a score of 4.8.
TeleFaction
10
96% of unhappy customers
don’t complain, however
91% of those will simply leave
and never come back.
don’t complain, however
91% of those will simply leave
and never come back.
Financial Training Services
11
It costs 6 – 7 times more to
acquire a new customer than
retain an existing one.
acquire a new customer than
retain an existing one.
Bain & Company
12
eCommerce spending for new customers is on average $24.50, compared to $52.50 for repeat customers.
McKinsey & Company
13
55% of customers would
pay extra to guarantee a
better service.
deFacto Research
14
A 5% reduction in the
customer defection rate can
increase profits by 5 – 95%.
customer defection rate can
increase profits by 5 – 95%.
Bain & Company
15
It takes 12 positive
experiences to make up
for one unresolved
negative experience.
experiences to make up
for one unresolved
negative experience.
“Understanding Customers” by Ruby Newell-Legner