Retention Of Customers

Introduction
•It is very important for any service company to
understand that merely acquiring customers is not
sufficient because there is a direct link between
customer retention over time and profitability &
growth.

• Customer retention to a great extent depends on

service quality and customer satisfaction.

• It also depends on the ability of the organization to

encourage customers to complain and then recover
when things go wrong.
 Strategies for Customer Retention
(A)Complaint Management System

i. Visibility
ii. Responsiveness
iii.Customer-focused approach
iv. Accountability
v. Accessibility
vi.Continuous Improvement

(B)Service Recovery Strategies

(C)Managing Customer Waiting

 HOTELS
• In the hotel industry, customer relationship management (CRM) becomes a
strategic imperative for attracting and increasing guests’ patronage.

• The hotel industry is facing an increasingly competitive market which signifies

the greater need for the hotels to differentiate their customers.

• The hotels can collect and integrate a significant amount of their guests’
information, CRM is viewed as an opportunity for the hotels to use the
information about their customers to improve the relationship for improving
customers’ satisfaction and loyalty, and consequently, for increasing the hotels’
profitability.

• The adoption of CRM enhances the hotels’ performance through increasing

customer satisfaction and loyalty, declining customer acquisition costs and
increasing profitability by customers who are willing to pay a premium for better
services.
CRM STRATEGIES ADOPTED BY HOTEL SEA JEWEL (JUHU)

• Customer delight: - Treats guests as God (Atithi Dvo Bhava)

• Loyalty Programme

• Customer Clubs

i. Build Customer Engagement

ii. We Care
iii. Planning the Advanced Use of Technology
iv. Relationship Management
v. Profiling
vi. Packages
vii.Guests Feed Back Forms
viii.Guests Relation Executives
ix. Service Recovery
 CRM STRATEGIES ADOPTED BY ONLY PARATHAS RESTAURANTS
• Serve first. Sell second

• Know what the customers want

• Uses Multiple Channels To Serve The Same Customers Well

• Front Line Employees “The Focal Point”

•Relationship Marketing

•Customer Relationship Databases

•Customer Feed Back

•Ambience

•Quality Standards

•Value For Money

•Win back lost customers

 Conclusion
• Today’scustomers are becoming harder to please. They
are smarter, more price conscious, more demanding, less
forgiving and they are approached by many more
competitors with equal or better offers.

• The challenge is to produce delighted and loyal

customers.

• Various strategies such as measuring customer life time

value, efficient complaint management system and
service recovery strategies can be really helpful in
retaining customers.
THANK
YOU ..!!