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Ukugcinwa Kwekhasimende: Izibalo, Amasu, kanye Nezibalo (CRR vs DRR)

Sabelana ngokuncane ngokutholwa kepha akwenele mayelana ukugcinwa kwamakhasimende. Amasu amakhulu wokumaketha awalula njengokushayela imikhondo eyengeziwe, futhi imayelana nokushayela imikhondo efanele. Ukugcina amakhasimende kuhlala kuyingxenyana yezindleko zokuthola amasha.

Ngalolu bhubhane, izinkampani zazizingele phansi futhi zazingenalo ulaka ekutholeni imikhiqizo nezinsizakalo ezintsha. Ukwengeza, imihlangano yokuthengisa ngaphakathi komuntu kanye nezingqungquthela zokumaketha ziphazamise kakhulu amasu okuthola ezinkampanini eziningi. Ngenkathi siphendukela emihlanganweni nemicimbi ebonakalayo, ikhono lezinkampani eziningi lokuqhuba ukuthengisa okusha laqina. Lokhu kwakusho ukuthi ukuqinisa ubudlelwano noma ukukhulisa amakhasimende amanje kwakubalulekile ekugcineni imali engenayo kanye nenkampani iqhubeka.

Ubuholi ezinhlanganweni ezikhula kakhulu buphoqeleka ukuthi bunake kakhulu ukugcinwa kwamakhasimende uma amathuba okuthola izinto encishiswa. Nginganqikaza ukusho ukuthi lezo bekuyizindaba ezimnandi… kube yisifundo esibuhlungu kakhulu ezinhlanganweni eziningi ukuthi kufanele zibambelele futhi ziqinise amasu azo okugcina amakhasimende.

Ukugcinwa kwekhasimende kubaluleke kakhulu empumelelweni yebhizinisi ngezizathu ezimbalwa:

  • Ukusebenza kwezindleko: Retaining existing customers is more cost-effective than acquiring new ones. Acquiring new customers can cost up to five times more than retaining existing ones.
  • Ukukhula kwemali engenayo: Amakhasimende akhona kungenzeka ukuthi aphinde athenge futhi asebenzise imali eyengeziwe ngokuhamba kwesikhathi, okuholela ekukhuleni kwemali engenayo yebhizinisi.
  • Ukumaketha ngomlomo: Amakhasimende anelisekile maningi amathuba okuthi adlulisele abangani nomndeni ebhizinisini, okungaholela kumakhasimende amasha kanye nokukhula kwemali engenayo.
  • Ukwethembeka komkhiqizo: Izinga eliphezulu lokugcinwa kwamakhasimende libonisa ukuthi ibhizinisi lakhe isisekelo samakhasimende esithembekile elithembayo futhi elazisa umkhiqizo.
  • Inzuzo yokuncintisana: Businesses with high customer retention rates have a competitive advantage over those without, as they have a steady stream of revenue and loyal customers.

Yiziphi Izinkinga Ezithinta Ukugcinwa Kwekhasimende?

Several issues can impact customer retention, and some of the most important ones include:

  • Isevisi yamakhasimende engalungile: Customers who experience poor service, such as slow response times, rude or unhelpful staff, or inaccurate information, will likely become dissatisfied and may leave the business.
  • Ikhwalithi yomkhiqizo noma yesevisi: Amakhasimende alindele ukuthi imikhiqizo namasevisi ahlangabezane nezidingo zawo futhi enze njengoba akhangisiwe. Uma imikhiqizo ingeyekhwalithi ephansi noma amasevisi angafinyeleli okulindelekile, amakhasimende angase abheke kwenye indawo.
  • Ukuntuleka kokwenza kube ngokwakho: Amakhasimende ayakwazisa ukuzizwisa komuntu siqu, okufana nezincomo eziqondene nawe, iminikelo yomuntu siqu, nokuxhumana komuntu siqu. Amabhizinisi anganikezi ukuzizwisa komuntu siqu angase athwale kanzima ukugcina amakhasimende.
  • Price: Customers are often price-sensitive and seek the best value for their money. Customers may switch to a different business if competitors offer lower prices or better value.
  • Ukuncintisana: In a competitive market, businesses must work hard to differentiate themselves and stand out from their competitors. If a business cannot compete effectively, it may struggle to retain customers.
  • Izinguquko ezidingweni zekhasimende noma izintandokazi: Izidingo nezintandokazi zekhasimende zingashintsha ngokuhamba kwesikhathi, futhi amabhizinisi kufanele akwazi ukuzivumelanisa nezimo futhi ahlangabezane nalezi zidingo ezishintshayo ukuze agcine amakhasimende awo.
  • Izinguquko kubenzi bezinqumo: Imali engenayo ivamile ezinkampanini namuhla, futhi abenzi bezinqumo abakhethe umkhiqizo noma isevisi yakho namuhla bangase bangabi khona ngesikhathi sokuvuselela. Sivamise ukubona ushintsho kubuchwepheshe namasevisi engeziwe (njengama-ejensi) uma kunoshintsho ebuholini ngaphakathi kwenhlangano.
  • Ukungaqiniseki: Economic or financial uncertainty can significantly impact renewals as your customers may seek to shed some costs. It’s essential that you always provide feedback on the value you’re bringing your customers so you’re not at the top of the chopping blog.

Izibalo Zokugcinwa Kwamakhasimende

There are invisible costs that come with poor customer retention. Here are some stand-out statistics that should increase your focus on customer retention:

  • I-67% ye amakhasimende abuyayo asebenzisa okuningi onyakeni wabo wesithathu wokuthenga ebhizinisini kunasezinyangeni zabo zokuqala eziyisithupha.
  • Ngokwandisa isilinganiso sakho sokugcinwa kwamakhasimende ngo-5%, izinkampani zingakwazi khulisa inzuzo ngo-25% kuya ku-95%.
  • Izinkampani ezingama-82% ziyavuma lokho izindleko zokugcina amakhasimende zingaphansi kokutholwa kwamakhasimende.
  • Amakhasimende angama-68% ngeke abuyele ebhizinisini ngemuva kokuba ne- isipiliyoni esibi nabo.
  • Ama-62% wamakhasimende ezwa ukuthi imikhiqizo athembeke kakhulu kuyo ayenzi ngokwanele kuyo klomelisa ukwethembeka kwamakhasimende.
  • Ama-62% amakhasimende ase-US athuthele kumkhiqizo ohlukile ngonyaka odlule ngenxa ye- isipiliyoni samakhasimende esimpofu.

Ibala isilinganiso sokugcinwa (iKhasimende neDola)

Amamethrikhi okugcina kufanele abe yi-a I-KPI kunoma yiliphi ibhizinisi elincike ekuvuselelweni kabusha. Futhi akusona nje isibalo samakhasimende njengoba kungewona wonke amakhasimende achitha imali efanayo nenkampani yakho. Kunezindlela ezimbili zokubala amanani okugcinwa:

Izinga Lokugcinwa Kwekhasimende (I-CRR)

I-CRR iphesenti le amakhasimende ugcina uhlobene nenombolo obunayo ekuqaleni kwesikhathi (ingabe ubala amakhasimende amasha). Ukuze ubale izinga lokugcinwa kwekhasimende, ungasebenzisa le fomula elandelayo:

Ikhasimende\ Ukugcinwa\ Isilinganiso = \frac{(CE-CN)}{CS} \izikhathi 100

kuphi:

  • CE = inombolo yamakhasimende ekupheleni kwesikhathi esinikeziwe
  • CN = inombolo yamakhasimende amasha atholwe ngaleso sikhathi
  • CS = inombolo yamakhasimende ekuqaleni kwaleso sikhathi

Nazi izinyathelo zokulandelela izinga lokugcinwa kwamakhasimende:

  1. Nquma isikhathi ofuna ukusilandela. Lokhu kungaba inyanga, ikota, noma unyaka.
  2. Nquma inombolo yamakhasimende owawunawo ekuqaleni kwesikhathi (CS).
  3. Nquma inombolo yamakhasimende amasha owathole ngaleso sikhathi (CN).
  4. Nquma inombolo yamakhasimende owawunawo ekupheleni kwesikhathi (CE).
  5. Sebenzisa ifomula engenhla ukuze ubale izinga lokugcinwa kwekhasimende lakho.

Isibonelo, uma ubunamakhasimende angu-500 ekuqaleni konyaka (CS), uthole amakhasimende amasha angu-100 phakathi nonyaka (CN), futhi ube namakhasimende angu-450 ekupheleni konyaka (CE), izinga lokugcinwa kwamakhasimende akho lizoba:

((450-100)/500) x 100 = 70%

Lokhu kusho ukuthi u-70% wamakhasimende akho kusukela ekuqaleni konyaka ubesenawe ekupheleni konyaka.

Isilinganiso Sokugcinwa Kwedola (DRR)

I-DRR iphesenti ye imali you keep relative to the revenue you had at the beginning of the period (not counting new revenue). The formula is:

DRR = \frac{ARR_1 - ARR_{new} + ARR_{expansion} - ARR_{contraction}}{ARR_0} \times 100\%

kuphi:

  • ARR_0 is the Annual Recurring Revenue at the beginning of the period
  • ARR_1 is the Annual Recurring Revenue at the end of the period
  • ARR_{new} is the Annual Recurring Revenue from new customers acquired during the period
  • ARR_{expansion} is the Additional Annual Recurring Revenue from existing customers (upgrades, cross-sells, etc.)
  • ARR_{contraction} is the Lost Annual Recurring Revenue from existing customers (downgrades, cancellations, etc.)

This formula calculates the percentage of revenue retained from the existing customer base, considering factors such as upgrades, downgrades, and cancellations. A DRR above 100% indicates that the additional revenue from existing custom

Enye indlela yokubala lokhu ukuhlukanisa amakhasimende akho ngebanga lemali engenayo, bese ubala i-CRR yebanga ngalinye. Izinkampani eziningi ezinenzuzo enkulu zingaba nazo ukugcinwa kwamakhasimende okuphansi kodwa ukugcinwa kwedola ephezulu njengoba zisuka kwizinkontileka ezincane ziye kwizinkontileka ezinkulu. Sekukonke, inkampani inempilo futhi inenzuzo enkulu yize ilahlekelwe ngamakhasimende amaningi amancane.

Umhlahlandlela Wokugcina Ekugcinweni Kwamakhasimende

Lokhu infographic kusuka M2 Ibambile imininingwane yezibalo zokugcinwa kwamakhasimende, kungani izinkampani zilahlekelwa ngamakhasimende, ukuthi zingabalwa kanjani isilinganiso sokugcinwa kwamakhasimende (I-CRR), ungasibala kanjani isilinganiso sokugcinwa kwedola (DRR), kanye nezindlela ezinemininingwane yokugcina amakhasimende akho:

  • lezimanga - Mangaza amakhasimende ngeminikelo engalindelekile noma ngisho nenothi elibhalwe ngesandla.
  • Ukulindela Izinto - Amakhasimende adumele avame ukuvela ngokubeka okulindelwe okungenangqondo.
  • ukwaneliseka - qapha izinkomba zokusebenza ezibalulekile ezinikeza ukuqonda ukuthi waneliseke kangakanani amakhasimende akho.
  • Impendulo - cela impendulo yokuthi ulwazi lwakho lwamakhasimende lungathuthukiswa kanjani futhi usebenzise lezo zixazululo ezinomthelela omkhulu.
  • Khulumisana - Xhumana ngokuqhubekayo nentuthuko yakho nenani oliletha kumakhasimende akho ngokuhamba kwesikhathi.

Amakhasimende anelisa nje ngeke anele ukuthola ukwethembeka kwawo. Esikhundleni salokho, kumele bathole insizakalo esezingeni elifanele yebhizinisi labo eliphindaphindwayo nokudluliselwa. Qonda izinto ezishayela le nguquko yamakhasimende.

URick Tate, Umbhali we I-Service Pro: Ukudala Amakhasimende Angcono, Asheshayo, Futhi Ahlukile
I-Infographic Yokugcinwa Kwekhasimende

Ukudalulwa: Ngisebenzisa isixhumanisi sami sokusebenzisana se-Amazon sencwadi kaRick Tate.

Douglas Karr

Douglas Karr i-CMO ye VulaINSIGHTS kanye nomsunguli we Martech Zone. UDouglas usize inqwaba yeziqalo eziphumelelayo ze-MarTech, uye wasiza ekukhuthaleni okungaphezu kuka-$5 bil ekuthengeni nasekutshalweni kwe-Martech, futhi uyaqhubeka nokusiza izinkampani ekusebenziseni nasekuzenzeleni amasu azo okuthengisa nokumaketha. UDouglas uyingcweti yokuguqula idijithali eyaziwa emhlabeni wonke kanye nesikhulumi se-MarTech. UDouglas futhi ungumbhali oshicilelwe wencwadi kaDummie kanye nencwadi yobuholi bebhizinisi.

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