“What is the impact of customer defection to my brick and mortar business?”
Most businesses lose 10% or more of their customers every year. In retail it is closer to 20%. The majority of these could be saved if the business knew a customer was that unhappy before they defected.
Worse, 96% of unhappy customers won’t complain to you but will tell up to 15 friends.
“So how much is this costing the business?”
The defection cost is a mix of lost profit, and brand impact from negative online reviews. It is always much higher than the business thinks.
So,we developed a quick way to estimate the impact of this customer defection using Excel. The calculator quantifies the profit loss, then shows the ROI (return on investment) of feedback programs that can help stop this defection and of course, help halt the online complaints.
To get a copy of the Excel Customer Defection Calculator, click the button below.
Let us know what you think and how it can be improved.
After the download, the first stage is to load in the figures for your own business. The calculator then quantifies the likely financial impact of customer defection to your business and the social media impact of negative feedback.
The next stage is to review the increase in profit and reputation when customer defection is improved. Specifically this is done using real-time feedback. The numbers are big and show that a focus on customer retention yields a higher return than on customer acquisition.