When Customers Stick: Customer Retention by the Numbers (Infographic)
August 19, 2013
From small businesses to huge corporations, everyone wants to know the secret to keeping customers. How do we earn repeat business for years and years to come?
In the infographic below, we use various customer retention statistics to break down the three most important aspects of customer retention:
Why Customers Leave
Why Customers Stick, and
Why Retained Customers Mean Money
Understanding customer retention begins with understanding the drivers behind customer loyalty and defection, then this understanding must be supported by organizational buy-in to the economic benefits of retention. The retention statistics below can support this process in your organization.
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When Customers Stick: Customer Retention by the Numbers
Sources for the Customer Retention Statistics Above
While the convention on most infographics seems to be generic, non-specific sourcing, we wanted to provide actual sources for the statistics used in the infographic. We attempted to find primary sourcing as much as possible. In cases when we relied on secondary sourcing that did not seem definitive, we notated that fact after the citation.
Why Customers Leave
82% of consumers in the U.S. said they stopped doing business… > Citation
73% was a reaction to rude staff… > Citation (link no longer active)
78% of consumers in the U.S. said they have bailed on a transaction… > Citation (link no longer active)
68% of consumers leave because they were upset with treatment… > Citation (Note: Primary sourcing could not be found, though this statistic is widely quoted through secondary sources.)
Why Customers Stick
What parts of the customer experience cause customers to stick… > Citation (link no longer active)
92% of consumers said they would go back after a negative experience… > Citation (link no longer active)
What happened when an organization responded to a customer’s negative comment… > Citation
85% of customers are willing to pay more… > Citation (link no longer active)
Retained Customers Mean Money
The cost of bringing a new customer to the same level of profitability is up to 16x more… > Citation (link no longer active)
10x more expensive to acquire… > Citation (link no longer active)
4-6x more expensive to acquire…* > Citation (link no longer active)
5x more expensive to acquire… > Citation Alan E. Webber, “B2B Customer Experience Priorities In An Economic Downturn: Key Customer Usability Initiatives In A Soft Economy,” Forrester Research, February 19, 2008
89% of consumers began doing business with a competitor… > Citation
Increasing retention rates by 5% increases profits by 25%-95%… > Citation