Use Enterprise Feedback Management as a Customer Retention Tool
-www.xchangemag.com, November 5, 2008
Several years ago, while selling software into the British telecoms market, I met the CMO of a smallish network operator. He described the issues facing his business, and when I asked him his churn rate, he replied, almost casually, that it was "about normal for our industry: 37 percent." He must have seen my jaw drop, as he quickly retreated from the blasé nature of his disclosure. His brutal honesty gave a young salesperson stark insight into the industry's attitude towards its customer base.
Back