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I can remember a high school guidance counselor telling me to “turn obstacles into opportunities.” Being a too-cool teenager, I thought the phrase was dumb.
When responsibility for customer retention is dispersed throughout a company it impacts revenue and relationships with existing customers, but it can also hurt sales efforts with new customers. Fortunately, there’s a simple way to combat these problems.
I asked who was responsible for customer retention in his company. He looked startled by the question and replied, “Customer retention is everybody’s job!”
The idea that “everybody” is responsible for customer retention is a common belief, yet it’s fundamentally flawed. Worse, it can actually contribute to customer turnover.