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8 April 2011
Zilvinas Bareisis
Everybody knows that it is cheaper to retain existing customers than to acquire new ones. But how well do companies manage customer retention? I am running a Celent study to benchmark customer retention practices and performance. How do you define retention? What happens when the customer calls or writes to cancel? Do you have a dedicated team? What tools do they have at their disposal? While the study is mainly focused on credit card issuers, it is also open to companies from other industries where customer retention is key, to broaden the perspective and allow cross-industry comparisons. The terms are standard for such studies - there are no costs to participate and all participants will receive a report with aggregate results and Celent commentary. Individual data will be kept strictly anonymous and it would require around a 60min interview to get the data. If you are interested in participating, please drop me a note at zbareisis@celent.com and we will be happy to schedule an interview.

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