Press information issued on behalf of:
Customer Consulting Ltd
500 Avebury Boulevard
CENTRAL MILTON KEYNES
Customer Consulting explores how to retain 'promiscuous' customers
As a result of its work with companies across a wide range of
industries over the last ten years, the specialist customer and change
management company Customer Consulting Ltd (CCL) has revealed that
successful customer relationship management - and customer retention -
depends on offering the right product or service at the right price in
way that makes it easy for the customer to both buy from, and trust,
Unfortunately, CCL's experience in this period shows that companies
tend to be happy spending money on brand advertising, channel
incentives and direct sales - but see customer service and retention as
"Many companies believe their customers want to be promiscuous - but,
in reality, that's not true," said Brian Jopling, associate director of
"Customers tend to view their relationship with a provider like a
marriage rather than a one-night-stand. Of course, this means that both
parties in the relationship need to work at cementing their commitment
to each other."
"Customers are always prepared to put in some effort to make the
relationship work. They are more prepared to consider buying more
products from the same supplier because they want to believe that they
made the right choice of provider in the first place," he explained.
"This should benefit the provider because the more products a customer
buys, the more profitable that customer will be. Yet a number of
companies are not proactive in investing in their customers because
they don't realise that putting time and energy into developing
existing customer relationships will pay off."
Jopling believes that promoting new deals to new customers rather than
developing existing customers can only go on for so long before
existing customers realise what's going on and become unhappy.
"Companies tend to believe - erroneously - that their customers don't
want to put 'all their eggs in one basket'," he observed.
"Yet many people like convenience, simplicity and the ease of having to
deal with only one company. That's why Tesco is doing well at the
moment - because it is offering its customers a wide range of products
and services, from food to motor insurance in a one-stop-shop at a
"Customers want to be loyal - so companies should make it easier for
them to be so," explained CCL's managing director, Simon Rustom.
"It's not just about having loyalty schemes, although these can help.
It's really about helping customers to 'buy in' to the company's values
as well as its products and services."
Jopling added, "Our experience - and that of our client base across a
range of industries - over the years has been that, if you give your
customers a high level of service and develop that relationship with
the customers, you find opportunities to cross- and up-sell. So we have
found that maintaining an effective customer retention strategy is more
cost-effective than seeking new customers."
Unfortunately, it can be difficult for companies to identify existing
customers and contact them to introduce other products and services,
because sales effort tends to be focused by product-specific areas
across different sections of the company.
Jopling explained, "Partly because of various company amalgamations and
partly because each product is its own 'profit centre', company data
tends to show a particular product's contribution to the firm's profits
- rather than providing the contribution data of existing customers.
These systems are product- not customer-centred."
"So companies tend to accept, as a fact of life, the current 'leaky
bucket' situation where you pour lots of new customers in at the top -
and leak customers from the bottom of the bucket. Yet we have proved
that there are effective ways of tackling this situation - and, in many
cases, greatly reduced the degree of 'customer leakage', to the benefit
of both suppliers and customers."
About Customer Consulting Limited
Customer Consulting Ltd (CCL) is a specialist customer and change
management company. It helps organisations to optimise their return on
investment in customer management - especially contact centres and
customer-orientated information and technology.
Its vision is to demonstrate that a best practice approach to customer
management delivers sustainable business growth. CCL aims to deliver a
combination of insight, intellect, wisdom and pragmatism - combined
with a real understanding of people - to achieve commercial results
that are beyond the norm. Using a joint project team approach, CCL
offers advice and support to help companies develop and implement
customer strategies that produce results.
With its 100 consultants averaging 20 years experience, CCL helps
business leaders and their teams - including those at Norwich Union,
BUPA, South West Trains and National Express Group - to activate their
internal resources and ensure measurable success.
Further information from:
Kathy Duxbury, Customer Consulting, 00 44 (0) 1908 441012/ 00 44 (0)
Bob Little, Bob Little Press & PR, 00 44 (0)1727 860405;