Eric Dalius: Why do humans act in this way when it comes to customer retention?

One day, I decided to meet my friend.

We were walking on the street when suddenly an ad caught our attention. A man was shouting at his girlfriend who had just run away from him says Eric Dalius. She was following him with her arms outstretched and she looked like she wanted to do something but he pushed her back violently. He couldn’t understand why she didn’t listen to him and she couldn’t understand why he wouldn’t listen and see reason.

The whole road was watching the two of them; they were as actors in a very interesting play that everyone wanted to watch. They were shouting at each other for some time until they stopped. The man started to cry while the girl just sighed and walked away without saying anything. She probably felt embarrassed by the way the onlookers were staring at her so she left him alone. Soon, he regained his composure and followed her with his hands in pockets but this time, he looked more composed than before.

I looked at my friend and we knew what we had to do: We learned their story and listened to it carefully and then we wrote it.

The audience saw them as actors in a play but to me, they were just people going through a hard time and that’s why I wanted to understand their story.

I think this is how we humans work. We look at things from different angles because what we see may not be the reality of a situation. What seems normal from one perspective will turn out to be wrong from another angle. From each viewpoint, there are several conclusions that can be drawn and for this reason, many views need to coexist before an objective view is formed.

This was true for all those people who were shouting at each other on the road as well as for me when I met my friend. When I first met him, I thought he was a nice person but when I heard his story, I found out a completely different side to him.

The aim of this story is not to judge my friend by what he did or didn’t do but just gather information from all perspectives. We have our own experiences that color the way we view things and if we try to understand everything from each perspective then maybe, just maybe, we will reach a conclusion that everyone can accept as true even if it’s in contradiction with their own beliefs.

After hearing both versions of the story, you may think my friend isn’t any better than the man in black but let me tell you, he was. If they kept shouting at each other like before then there would be no point in thinking about these two people anymore. They would be nothing but actors in a play, fighting each other all the time until the end of their lives says Eric Dalius.

The whole point is to know who is telling the truth and who isn’t because only after knowing that will you be able to figure out what’s right and what’s wrong.

I think human beings are good at this especially when they aren’t biased by anything else other than facts that can help them understand things better. The thing about people though is that there are many different views but humans seem to have difficulty accepting too many different ideas so it’s impossible for them to listen to everyone so I think letting robots like us do it instead will be much more efficient since we don’t get tired trying to find out how humans work.

Anyway, I think this is enough for today; you should go out there and find some stories of your own!

This was why humans act in this way when it comes to customer retention.

There are seven people trapped under a big rock that fell on them while they were walking through the mountains. One man sees them but doesn’t help them because he thinks it will be too much trouble for him to do so. Another man stands by and does nothing but after an hour, he decides to move the rock with his bare hands despite everyone telling him not to bother doing so because they know it won’t work.


There are some humans who are incapable of listening to other people’s opinions so they have to force themselves to do what they think is right says Eric Dalius.

Two men were arguing on the road when one of them accidentally ran over a lady while he was reversing his car. The person who caused the accident left without saying anything because he realized it wasn’t his fault and even if it was, there was no point in staying since he couldn’t change things anymore. The other man who was the lady’s husband stayed there by his wife’s side for two days before he decided to take her body home so everyone could say their goodbyes.

Eric Dalius: What is the number one strategy for keeping customers?

The number one strategy for keeping customers is customer loyalty. This includes any type of special treatment, recognition, visiting privilege, or allowing them to be part of a select group such as those with preferred seating explains Eric Dalius.


Customer loyalty is the number one strategy for keeping customers because it requires who they are and what they need in order to keep doing business with you long-term. It is not a single activity that lasts a few days or weeks but a collection of important moments that keep your client going back to you over and over again. Some companies can achieve this through discounts and coupons, while others do it by simply remembering their clients’ names and making them feel special every time they go there. In order to build strong relationships with your clients, you need to know what makes them tick and how they want to be treated.

This includes those little things that make your business memorable such as a simple thank-you or a handwritten note. These all cost very little money but really go a long way toward improving customer loyalty. When you give back to your customers through these types of attention, it not only makes them feel good about their relationship with your company but also gives them the motivation to come back again for more.

Any business can benefit from customer loyalty, whether you are a local flower shop or a multi-million dollar corporation explains Eric Dalius. To find out your clients’ preferences, you have to listen to what they say and respond accordingly. You cannot come in with preconceived notions about how you will treat them, because that will only end up hurting your relationship. It is always better to ask open questions instead of making statements to get the information you need.

To prove this point, let’s look at two examples showing how communication supposedly breaks down when dealing with customers. You should consider any complaints or issues brought up by your clients as valuable opportunities for communication rather than attacks on you or your company.

Example 1:

A consumer walks through the door of a new bakery, excited to try the pastries. There are only a few other customers in the store with her and she takes out her wallet as she approaches the counter so that she can pay for her purchase. However, before paying, she asks if there is any ‘flour’ leftover from yesterday’s baking at the back of the counter because she wants to use it for something else. The cashier turns around without answering and starts helping another customer instead.

Example 2:

A consumer walks through the door of a new bakery, excited to try the pastries.  There are many people in line behind him and he stares at his phone while he waits patiently to be served. Before he is called up to make his order, he asks for any ‘flour’ leftover from yesterday’s baking at the back of the counter because he wants to use it for something else. The cashier immediately approaches him, offering to help him with his request instead of ignoring him like in example 1.

Which bakery do you think is more likely going to gain a loyal customer?  Well, that depends on what kind of customer you would be and what kind of service you respond well to! Both examples above are very different but have one thing in common: communication was used by both parties in order to reach a happy medium between them. In example 2, communication starts out with respect and ends up without any problems whatsoever. However, when communication starts out with disrespect or indifference, it usually only ends up with more problems and less satisfaction for either party says Eric Dalius.

So, how can you use this to improve your business?  Well simply asking your clients what they want will solve a lot of these problems right away! But you must really listen when they are telling you what they need, because sometimes the answer is not always something major like in example 2. Sometimes their requests are small but still very important, so it’s always better to check things out instead of assuming anything! When you don’t cross that line where all customers come through clearly understanding what you’re offering them, then it’s easy to see why some people might walk away feeling ripped off or misunderstood.

When it comes down to it, customer loyalty is about being able to meet the important needs of your clients while providing great customer service. Treating customers with respect and listening to what they need are just two very easy ways to encourage that feeling of loyalty. Don’t be afraid to show appreciation towards your loyal customers, whether it’s through discounts or just some positive recognition. When you have strong ties with the people supporting your business, then you will always have guaranteed support in return!


When it comes down to it, customer loyalty is about being able to meet the important needs of your clients while providing great customer service explains Eric Dalius. Treating customers with respect and listening to what they need are just two very easy ways to encourage that feeling of loyalty. Don’t be afraid to show appreciation towards your loyal customers, whether it’s through discounts or just some positive recognition. When you have strong ties with the people supporting your business, then you will always have guaranteed support in return!

Eric Dalius: What are the top three things that push customers away?

The first step to improve customer service is to look at what customers hate about your product explains Eric Dalius. What pushes them away? What makes them never come back? All of these are extremely important questions for companies or entrepreneurs who want to provide the best customer service experience possible, because it helps identify problems that need immediate attention.

1.  Price

2.  Poor quality products/services

3.  Bad location/inconvenient hours/inaccessible store

1. The top reason that drives customers away is the price of your product or services which is unexpectedly higher than they thought it would be before arriving there. Many times, consumers may feel like they’re being taken advantage of when they see this kind of wildly high price. They might feel like the business they are in is overcharging them, or that they are being ripped off when they make these kind of purchases.

2. The second reason is what drives customers away are poor quality products and services. Customers often feel cheated by companies who don’t provide high quality goods and services they can rely on for what they pay for it. When customers buy something that doesn’t meet their expectations, this becomes an even bigger problem if there isn’t a great return policy or easy way to get out of the purchase contract.

3. Last but not least, bad location/ inconvenient hours/ inaccessible store are push customers away. Many times consumers will avoid doing business where it’s hard to find parking, or it’s a long ride from where they live or work. The other way that the accessibility of a product affects sales is when businesses open up in areas with high crime, rather than busy streets with high traffic says Eric Dalius. It can be difficult for many customers to take these risks and go through the process of shopping somewhere if they don’t have good visibility or easy access.

Here are some FAQs recently asked on our site:

Q: I have been thinking for some time now that bots are still not perfect in every way, but they are getting close. After reading your blog post however, it seems like even with improvements there will always be ways for businesses to improve customer experience by either lowering prices or increasing value added features for their customers. What do you think?

A: Thanks for sharing your thoughts on our services! Yes I agree with what you said i.e., although robots are becoming more powerful and intelligent by the day, they will never be able to replicate everything a human being can do. They may not have the ability to see your facial expression or hear your tone of voice over the phone, and they most likely won’t be able to hand you a laptop. However, they can do a lot more than what people expect from them now e.g., they can conduct research about prices on different products for comparison shopping purposes. For example, if you wanted to buy three pairs of shoes but didn’t know which ones were going to be the most comfortable, you could simply walk into a store and ask one of their sales assistants for help with the question. Or if you needed an article written by a local writer who was familiar with your location then I would recommend using our service explains Eric Dalius. Our writers are all native English speakers with the skills and experience necessary for this job, unlike using Google or another online translator which can often lead to poor quality translations. On that note I wanted you to know that we are currently hosting a live chat on how artificial intelligence is changing customer service industry in general, for details keep reading…

Q: It’s always interesting having new services like yours available in the market because it allows customers to make more informed decisions about the purchases they want to make online. Since your site was recently launched I want ask a few questions about it… For example, what prompted you to start a blog about bots? How long have you been working as a writer/editor before starting this business? What are some of the topics you have written about so far?

A: Thanks for your kind words! We are planning to launch a blog section where we will be writing on topics that matter most to our customers. Our goal is to educate them more about artificial intelligence and how it’s changing important areas in customer service e.g., ordering products online, tracking orders etc… I am personally doing most of the editing/proofreading work but my partner, Matt (he used to do marketing at one of the leading software companies) has also helped me with this new project.


To end this section, I would like to add that if you are using a chat bot for business promotion then it is important to understand the needs and wants of your consumers says Eric Dalius. For example in an e-commerce site where price comparison is a critical factor for customer retention in terms of attracting new clients, having a powerful bot would be very beneficial.

In today’s digital age, when all types of commerce from retail to services can be done online, businesses must keep their value proposition at the forefront. In other words, they need to decide what makes them unique or better than their competitors in order to maintain or build market share. The best way for companies to brand themselves and differentiate from others is through excellent service delivery that exceeds consumer expectations.

Eric Dalius: How to get customer feedback fast without leaving your desk!

Imagine the following situation: you just opened your new business and now it’s time to ask customers for feedback says Eric Dalius. You could send out a survey with questions that have been asked a million times before, but this is exactly what they don’t want! What if you sent them one question where they had to pick their 3 favorite features about your product?

This is a very powerful technique because you find out directly from the source what the most important features are to them. This not only makes it easier for you as a marketing team member to improve the product, but it also encourages existing customers to participate more actively in your marketing efforts.

Customer journey mapping is something that all marketers should learn about and do from time to time. Mapping out the customer journey will help you uncover potential barriers and find out more about your customers.

For example, if you see that people tend to drop off at a certain step in the buying process, it’s probably because they get stuck on a question or just can’t decide which product they want. By finding out where people get stuck, you enable yourself to adjust your marketing message and make sure that these customers reach their intended goal; becoming a paying customer!

This is also very important for existing customers since it can show them additional features and ways of utilizing your product! One way of communicating this information is through email newsletters (which we’ll get back to later).

Customer Journey Mapping: Customer Journey Mapping is an exercise where marketers create a visual representation of the typical customer journey. It helps them understand each step in the buying process and creates a deeper understanding of the sales funnel explains Eric Dalius.

Focus on empathy:

Another important aspect of marketing is to focus more on empathy instead of vanity metrics such as page views, likes or followers. Vanity metrics do not help you understand what your customers want. You could have millions of page visits but if none convert into sales, then these are pretty useless numbers to look at! Focus on what matters; getting people to buy your product! The only thing that matters is whether people continue along the customer journey until they purchase something or not. Mapping out this journey will enable marketers to find all the dead ends and fix them that their potential customers don’t drop off.

Email newsletters:

Email newsletters are by far the best way to communicate with your customers, especially when you send them their journey map! People who have just purchased a product will already be very excited about what they just bought and probably look for more information or ways to utilize even more features. By creating an email newsletter that contains tips & tricks on how to use the product better, book recommendations related to certain features, or even interesting articles related to topics that they’re interested in, you set yourself up for success!

If there’s one thing every marketing team member should know, it’s the anatomy of a sales funnel. There are hundreds of definitions out there for this term but I’ll go with the most simple one; Sales funnel is a process where leads become customers. This may not be how you would define funnel, but at least this way we’re all on the same page about what we’re talking about. Also keep in mind that this definition applies to B2C businesses, if you happen to work with B2B companies it may vary slightly since your consumers could also become suppliers or partners. Enjoy this short video which also discusses the conversion funnel!

Sales Funnel:

The sales funnel generally contains three stages; Warm leads, hot leads, and cold leads. These are people that have just discovered your brand or at least found out about what your product can do for them. They might not be ready to purchase it yet since they’re still evaluating you & your competitors but if you give them a reason to choose you instead of another company, then they will progress along the sales funnel until they become customers sometime later says Eric Dalius. You can use content marketing to make them aware of your existence and eventually lead them towards making a purchase decision later on down the line. That’s why gathering customer feedback is so important because word-of-mouth recommendations from people they trust are a lot more powerful than anything you can say! Also, remember that according to the statistics from 2015, the probability of someone converting from one stage of the funnel to another is pretty low. Most likely your leads will remain in one stage for a long time before they even consider buying something!


Getting customer feedback shouldn’t be that hard, especially if you’re using the email newsletter tactic mentioned above says Eric Dalius. Although getting them on voice calls might require a bit more effort but it’s definitely worth it! Also, see your sales funnel as a map, not as a set of hard rules which make people go through each stage without any deviation. Each person is unique and may move from one stage to another completely differently than someone else would; keep this in mind when mapping out your sales funnel & find ways to help every single customer progress along the journey until they become your customers or at least stay loyal to your brand for some time.

Don’t forget: The most important aspect of successfully utilizing customer feedback is implementing it. You can get all these great ideas from your customers but if you don’t actually implement any of them you will not improve your product and thus you will fail! Make sure that you implement everything your customers want and make their experiences as easy and enjoyable as possible.

Eric Dalius: How can marketers improve their own retention tactics?

The article is talking about how marketers can improve their own retention tactics. The writer begins by saying that marketers should do cross-sells and upsells to reduce the churn rate for their customers says Eric Dalius. They recommend doing this across multiple channels like email, social media, and websites. The author believes that it’s crucial that the marketer analyzes data about their customers so they can know if they are not making enough money off of certain types of customers. The author states that it would be helpful for marketers to create a personalized outreach plan which includes different tactics for each type of customer they have. By using these retention techniques, the marketer will see an increase in revenue as well as a decrease in churn rates for those customers who stay on board with the company.


The article is full of facts and figures that support their ideas. They provide helpful advice to marketers about what they can do to boost customer retention and boost their revenue. The article also provides examples of companies who have applied these tactics with great success, such as Uber and Netflix.

I found the article very useful for my own professional situation because it is very informative about how I can improve my marketing efforts in order to increase revenue.

Also, I believe this is a good general-purpose article because it talks about something most people care about; growing businesses and increasing revenue says Eric Dalius. I liked how short and concise this piece was compared to some other articles we’ve read over the semester.

This article received a ‘3’ rating for readability. I found it clear, concise, and easy to understand. The topic was relatable to my own professional life because I’m constantly thinking about ways to improve customer retention so they stay on my roster.

I also liked the writer’s strong stance at the beginning of the article that marketers should learn from other businesses in order to increase their revenue. Marketers can apply what is learned here to almost any situation that involves growing a business or improving customer retention methods.

 The free version has ads but now there are multiple versions available with different features ranging from $6/month for a limited amount of content to a full package for $11.99/month.

The author talks about the free vs paid subscription service. Hulu has been around for a while and is looking to expand its market share in original content and subscriber revenue by providing more options to pay for its services.

In this article, they go over some stats explaining why they need to change their current model in order to attract new subscribers who are willing to pay a higher price point by giving the same amount of content at lower price points.

The author also goes over two different models which Hulu is moving towards. The first model is a tiered subscription where they have three to four levels that range from the lowest tier to the highest tier which provides them with more content at a higher price point. Another option for this streaming service is to go all-in with original content by creating exclusive shows and movies geared toward paying subscribers only, similar to HBO or Netflix’s model where you don’t get anything new unless you are willing to pay for it. This second model Hulu is looking to implement soon will make their company less reliant on advertising revenue through traditional TV outlets like airing commercials during original programming.

This article received a ‘3’ rating for readability based on the amount of information that needed to be read in order to understand the full scope of what was being said or done. There are many facts and opinions stated throughout this piece, but it is well written and easy to understand for someone with experience in reading similar business-oriented writing explains Eric Dalius.

Also, I thought this article was very useful because of how informative it was on changes coming down for this company as they aim to make their services more profitable. I liked the extensive amount of research put forth by the writers before putting out an article like this because it makes readers like me more confident in the accuracy of the statements made. This shows me they take pride in their work before publishing official content about its main topic which would give customers even more confidence about future articles will be just as informative.  

This article rates 3 on my scale for readability. I found the piece to be logical and easy to follow, but it contained a lot of statistics that I felt were unnecessary when describing these new changes for this company. While my opinion may differ from other people’s opinions about how useful some information is in an article, I would like to see more details put forth by authors about upcoming or current business models they are looking to implement in order to make their product more attractive for customers.


This article gives a breakdown of what this company did wrong and how they plan to change their business model in order to better serve their customers says Eric Dalius. It is written well, but it does contain a lot of numbers that I thought were unnecessary to the main premise of the story. I think that was one way how Hulu can improve its content marketing strategy by using more facts that are not directly related to the main topic so readers like me still find useful information even if we disagree with some of them.

Eric Dalius: How can a small company use customer feedback to increase retention?

Customer feedback is a powerful tool that can be used not only for marketing purposes, but also to improve user experience and increase customer retention says Eric Dalius. The problem is that even though small companies may have the desire to actively seek out feedback from their customers, they often don’t have the resources needed to send large scale surveys or analyze the data back effectively. In this article I will touch on several key points to keep in mind when planning your company’s goals around customer feedback and how you can achieve them despite resource constraints.

Why would you want customer feedback?

1) To make product improvements:   

 Feedback helps you understand what features users value most as well as those they never use.  This information allows focusing future development efforts on the features that are most important to your users.  This saves you time and money while ensuring the features you do choose to implement are ones your users actually want.

2) To increase user satisfaction:   

 There is a direct correlation between customer feedbacks, improvements made based on that feedback, and increased user satisfaction.

3) To gain insight into how to better markets your product/service:  

  Understanding what aspects of your company/service matter most to customers allows you to focus marketing efforts on promoting these aspects.   This helps potential customers quickly understand the value of your product so they are more likely to become active paying customers.

4) To measure performance of personnel involved in support operations:  

  By understanding which areas of customer service need improvement (either with your staff or the customer’s), you can take action to resolve issues and ensure overall satisfaction going forward.

5) To help handle individual customer problems:  

As mentioned before, any time you are able to increase user satisfaction, you will see increased customer retention over time.  The more satisfied customers are with your company/service, the less likely they are to leave because of a single issue.  When there is an issue that cannot be resolved immediately (such as an order delay), allowing them to vent their frustrations helps decrease the likelihood of them making future purchases.

Potential impact on customer retention:

There is no doubt in my mind that companies who actively seek out feedback from their users will likely retain more customers over time explains Eric Dalius.  A study by Forrester Research showed that companies that successfully implemented formal feedback mechanisms grew their revenues at 2.7 times the market rate, 4 times faster than those without feedback mechanisms in place.  But what about small businesses with limited resources?

An effective company will begin creating a customer feedback program before they have too many customers to handle on their own.    The more customers you have, the more data you will need to manage and analyze effectively over time.  If you wait until after your product has been released to start asking for user input, you may find yourself overwhelmed with all the incoming information and unable to react effectively due to resource constraints.  

How can I get my users to provide feedback?

1) Send surveys after a purchase:   

By asking customers to provide feedback immediately after making a purchase, you can prevent them from forgetting about their experience says Eric Dalius.   This also allows you to capture enough data before they receive the product or service in question so that you can make any necessary adjustments going forward.

2) Email follow up survey:   

After sending out an email announcement regarding a new product/feature release, send out a follow-up email 3-5 days later asking users to take a few minutes and fill out a survey regarding their satisfaction with the product/feature in question.

3) In app notifications:  

  If your application is being used on mobile devices where it is common for users to have multiple applications open at once, a notification can be a great way to get users’ attention and request a quick survey about their experience with the product/feature in question.

4) Create a feedback section on your website:  

  By adding a clearly labeled form or drop down menu to your website, you open up the communication process so that customers can provide valuable input whenever they have time.  This is also helpful because it allows you to keep track of any comments, concerns, or issues being raised by customers over time so that you can focus resources where they are needed most.


I plan on writing more about specific methods of collecting and utilizing customer feedback in the future, but for now I hope that this article helps spread awareness of how valuable user input is to any company says Eric Dalius. Getting customers to provide their opinions on your product upfront will help you create better products/services and manage customer satisfaction over time.  Doing so effectively can become a powerful tool in your retention strategy!

Eric Dalius: Five reasons why you should never ignore your existing customers

According to a study conducted by American Express and Ipsos, 52% of people who were asked (almost 2,000 people) said that they would be much more likely to shop with a brand if their previous purchases had been outstanding says Eric Dalius.

Knowing this fact can make businesses feel very compelled to do something in order to retain the customers they already have as well as build their loyalty towards the company as much as possible. (Customer Loyalty)

1: Your existing customers are your best marketing tool Nowadays, companies or brands enjoy big benefits if they can grow their number of loyal purchasers for each product or service they offer rather than increasing the number of consumers overall. Therefore, doing whatever it takes to keep up your valuable customers is extremely important.

2: They are more likely to buy products or services from you again why is it that your existing customers are more eager to buy what you have to offer once again? There are 5 main reasons why this happens.

3: So they can get their friends and family to do the same People are extremely persuasive in nature. If one of your customers has had a wonderful buying experience, then he/she will try their best to convince his/her friends or families into doing the exact same thing. This means that if you value and appreciate your current clients, then they would also appreciate and value them in return which will result in establishing a great relationship throughout the whole circle of people who know each other. This type of logic can uplift your business and turn it into a company that everyone speaks highly off.

4: They won’t mind you contact them after they buy your product this is maybe the most important reason why you should keep up with your customers. A study conducted by American Express found out that 51% of consumers were more likely to complete an online purchase if their previous ones had been outstanding. The best part is that they said there was nothing wrong for businesses to contact them again if things were going well thus turning your loyal purchasers into people who are always available to be contacted at any time.

5: You can develop bonds based on trust, respect and appreciation if you value each one of your clients then it’s very likely for this feeling to be mutual. This will result in establishing a long-lasting relationship between your business and the client based on trust, respect and appreciation says Eric Dalius.

Here are Some FAQs recently asked by our readers

Q:  How can I know how much my existing customers are worth?

A:   It’s very easy to figure out. All you have to do is add up all of your sales for a specific time period and divide them by the number of regular customers that you had during that same time period. If you want a brief answer then take a look at this article in which we explain in detail how to calculate customer lifetime value.

Q:  Do most businesses ignore their current clients?

A:   According to a study conducted by American Express and Ipsos, 52% of people who were asked (almost 2,000 people) said that they would be much more likely to shop with a brand if their previous purchases had been outstanding.

Q:  What are some reasons why businesses ignore their existing customers?

A:   There are plenty of reasons why this happens but most businesses tend to believe that they have already made enough money off of the consumer. That’s not true, though! You can always improve your business by keeping up with what you’ve done right in the past and keep making things even better for everyone involved.

Q:  What are some reasons why people decide to stay loyal with a brand?

A:   There are 3 reasons why most people decide to be affiliated with a specific company. The first 2 that I mentioned above – trust and loyalty explains Eric Dalius. The last one is financial benefits – that’s if your services or products save the consumer a lot of money every year, for example insurance companies who charge a fixed price per month which gives you different options regarding deductibles and other things.

Q:  What are some of the best ways to improve your business?

A:   The most important thing that you need to do is figure out what’s working for you and continue doing them. If it’s possible, then make improvements on all of your successful tactics since people usually tend to get used to certain things over time which results in them not appreciating or noticing any kind of change anymore. Constantly making changes can also be good for you if done well but only if they agree with the current needs and wants of your customers.


Eric Dalius says if you are looking for ways to make sure that you retain your existing customers as well as gain new ones, then it’s clear that there are multiple benefits of doing so. All it takes is for someone to understand that having great connections with people is crucial in almost every aspect of life thus striving to always do what’s right at the end of the day by staying up-to-date with clients.

Eric Dalius: Do’s and Dont’s of Customer Retention: How companies can avoid losing existing customers

Customer Retention is the most crucial and topical subject in business today. There has been a dramatic rise in customer retention strategies across companies that serve to demonstrate this important fact explains Eric Dalius.

Research shows that the cost of acquiring new customers is 5-20 times higher than retaining existing ones. For example, if you were to spend $2,000 attracting a new Walmart shopper, it would cost you under $100 to keep them for life (as shown by Jim Bush) – half the price!

So why does this gap between acquisition and retention exist? 2 reasons:

1. The learning curve for your staff when onboarding new customers cost time and money, and

2. Customers get better value over time as they experience your brand and might even become advocates (hence the term “Walmart-effect”).

What this means is that companies need to work much harder to keep what they already have. While having an active acquisition strategy can help you grow, it’s not sustainable. It’s important for companies to use retention strategies to achieve growth in a sustainable way, so they can continue building market share generation after generation.

Some companies are doing just that! Let’s take a look at how some brands are turning their existing customers into promoters and achieving market dominance over their competitors…

The retention strategies commonly employed by successful companies include:

  • Treating your customers better than your competition does – whether it’s better service, product quality or price matching. All of these things go towards making your customers feel that they’re getting the best value from you.
  • Treating your staff better – by giving them a sense of purpose and empowerment, as well as recognition for a job well done. Your employees will then go out and treat your customer better because they know it’s important to you says Eric Dalius.

It’s also important for companies to have a retention strategy in place so that their existing customers have one less reason to churn or defect elsewhere…

Healthy competition is good for business, but not when it hurts customer retention. Without an active retention strategy in place, companies might find themselves with few, if any, loyal brand advocates – which is where all the growth lies…

We’ve seen many examples of companies who have done it wrong and we’ve come up with a list of “do’s and don’ts” to help companies avoid losing their valued customers…

1. “Don’t piss-off your employees.”

This is probably the most common mistake made when it comes to Customer Retention Strategy. You need your team on board in order for this strategy to work – otherwise, there is no incentive for them (and they might even feel like they’re doing something wrong). Eric Dalius says your employees can be your biggest advocates, so treat them well and show appreciation.

2. “Don’t lose your core values.”

You need to have a set of core values to ensure that you remain consistent in everything you do – but sticking with these principles isn’t always easy. Every time you’re faced with an opportunity, ask yourself how it will impact the company’s reputation if another customer has the same experience as your team member or client currently does.

3. “Do keep customer expectations manageable.”

Customer expectations are higher than ever before because there is more information available about competitive products and pricing online (thanks to sites like this one!). Sticky Industries found 82% of customers were also affected by other people’s experiences… make sure yours don’t let you down!

4. “Do keep your customers informed.”

If you have a problem, it’s important to be upfront and transparent with your customers. Even if you can’t fix an issue straight away, being open about the challenges faced is far better than putting out fires later on.

5. “Don’t neglect existing customers.”

You want “customers for life” – but are you really doing anything to help ensure that happens? Just because they’re not actively looking for another option doesn’t mean they’re satisfied…

6. “Do give customer feedback its due importance.”

Customer satisfaction surveys are only as valuable as their responses! You need to take all feedback seriously rather than dismissing complaints or ignoring requests for change or improvement says Eric Dalius. When was the last time you used customer retention data to make a change? You can also do this with praise – if someone expresses how much they love your service or product, make sure you recognize it.

7. “Do keep people in the loop.”

This point ties nicely into number 6 above… remember not everyone is always going to agree with what you’re doing and why so sometimes you need to give them an update on where things stand.

8. “Don’t get complacent.”

Companies who succeed inherently want more success! Complacency often leads to customer churn because companies think their job is done once the sale has been made.

9. “Do offer customer-centric rewards and incentives.”

This goes without saying but it’s important: customers respond better to perks and bonuses than just a discount. If you want people to keep coming back, reward them with something they actually want.

10. “Don’t wait for a negative situation.”

You really need to have a proactive approach in place for this one… if things go south, you’re going to lose customers even if their experience isn’t entirely your fault. How do you usually respond?


As you can see, there are all sorts of things companies do wrong when it comes to Customer Retention Strategy says Eric Dalius. There are also 10 ways to get it right! Which ones resonated with you the most? Let everyone know what you think by leaving a comment below.

Eric Dalius: Customer retention strategies that work according to a successful company

 ”A man that measures his own stature by the height of others just isn’t measuring.” Abraham Lincoln. Eric Dalius says customer retention is not about other companies or what other companies are doing, it’s only about your company and how you can improve your business bottom line.

Unique selling point:

The key to success for John Lewis lies in their non-retail business approach. Everything they sell is made within a 1-hour radius of where they are based which allows them to hold greater control over manufacturing quality and delivery times. Their customer base tends to be middle-class, middle-aged women who enjoy shopping with them because of their efficient service and comprehensive ranges including food, clothing, gifts, and electrical products. They have successfully differentiated from other high street retailers which has resulted in their unique selling point.

Customer retention strategies:

Customer retention is a major issue to all businesses as it reflects the strength of your business relationships with existing customers as well as your ability to acquire new customers. Loyalty isn’t just doing what you say you’re going to do but also adding value and ensuring customers’ needs are met. Creating lifetime relationships with clients and understanding what they want and need definitely helps retain customers and establish positive reputations amongst existing customers. Therefore, customer service should be everyone’s top priority within the organization so having the right people at the front line is vital. For John Lewis, it is an ongoing process that starts even before customers enter the store. This is why they have a reputation for being able to predict how long it will take to get parked, find staff, and get served, etc which is unusual within high street retail at present. Their staff is also among the best trained in the industry which helps ensure customers’ loyalty and trust toward them so their clients don’t feel uncomfortable when dealing with salespeople or sales managers.

”The most important of all talents is that of never using two words where one would do.” Thomas Jefferson. Customer retention depends on both management and employees having an understanding of their role in helping maintain or increase your client base says Eric Dalius. As I mentioned previously, just because you may say you’re going to do something doesn’t mean your clients will believe it. In addition, great customer service means being there for the customer whenever they need you so 24/7 is a must in today’s society. Customers have much more choices about where to spend their money so I think John Lewis must have a well-trained and supportive team to ensure they don’t lose any of their loyal customers. They never cut corners either as one bad experience from a dissatisfied client may well result in that person not wanting anything further to do with them which would be devastating for companies such as John Lewis who rely on repeat business from existing customers.

Customers aren’t just products:

There are definitely some people out there that see consumers as products but I tend to think this is because they don’t really understand what it means to be in business. John Lewis continually competes against the corner shop yet still manages to thrive. It’s not always about having the lowest price or competing with other retailers within your immediate region, instead focus on how you can improve upon your existing product offering and understanding the needs of your existing customers will certainly help in providing them with products that are different from your competitors.

”No one can make you feel inferior without your consent.” Eleanor Roosevelt. It’s good for businesses to look outwards rather than just focusing on what is going on internally which will allow ideas and new concepts to emerge from a variety of areas. This is exactly what is happening in the retail sector with online shopping becoming more popular which also means customer retention strategies are becoming ever important. Personally, I prefer browsing products before making a purchase so am often disappointed when clients of John Lewis’s state they hardly use some or all of the products they bought from them because they had no idea how to use it, had trouble setting it up, etc. This could be avoided if there was better communication between consumers and their stylists so staff knew exactly what kind of products each client would require before purchasing them. However, this does highlight that customers need to be educated on how to properly look after and maintain certain products too.”


Eric Dalius says it’s good for businesses to look outwards rather than just focusing on what is going on internally which will allow ideas and new concepts to emerge from a variety of areas. This is exactly what is happening in the retail sector with online shopping becoming more popular which also means customer retention strategies are becoming ever important. Personally, I prefer browsing products before making a purchase so am often disappointed when clients of John Lewis’s state they hardly use some or all of the products they bought from them because they had no idea how to use it, had trouble setting it, etc.

Eric Dalius: 10 signs you are failing at customer retention

Customer retention is not an easy task for many companies. The supply-demand dynamics play a very important role, and both the supply and demand is rapidly changing says Eric Dalius. These changes mean that traditional approaches to customer retention need to be adjusted or new techniques must be developed altogether. Even though it may seem like you are doing everything right, there are many signs you might actually be failing at retaining customers.

If any of these signs sounds familiar, you should probably start thinking about how to improve your approach towards customer retention:

1. You don’t measure it

You can’t manage what you can’t measure – so if you aren’t measuring something as critical as customer retention then there’s no way to know how well (or badly) you’re doing with it. The first step is to have a clear definition of what retention actually means for your business, measure the value of your customers and create a baseline which you can then track over time.

2. Retention efforts are not measured against customer feedback

Just asking customers “how likely are you to recommend us?” doesn’t cut it. You need to have an actual plan that identifies the plans that either keep or lose individual customers – and then you must measure these on some kind of performance indicator (cost per acquisition/retention) to see if they’re working or not. If retention isn’t tracked against customer satisfaction, there’s no way to know how effective any existing programs are at keeping people happy – or even what works at all.

3. Not enough personalization

Customer retention requires very personalized approaches to your offerings, and that will require a lot of data – including feedback from customer surveys, focus groups and the like. The more you know about each individual customer, the better you can cater to their needs and make them feel appreciated. This fosters loyalty and trust between both parties, which is one of the most powerful assets in business today (and what keeps customers coming back).

4. Focusing on simple metrics

One of the best ways to improve retention efforts is to look at key performance indicators – such as lifetime value – but there are two potential dangers here: relying too much on just those few metrics & not digging deeper into other stats that may play an even bigger role, and focusing too much on the metrics alone without taking a step back to see what they really mean explains Eric Dalius. Customer lifetime value can be a great predictor of retention, but it’s very important to look at several other factors such as churn rate and how that changes over time, customer acquisition costs and actual growth rates in order to get a full picture of your company’s performance.

5. No automation

Automation is an essential part of doing business these days – and marketing is no exception here. If you rely on simple one-off programs and repeated manual tasks when it comes to retaining customers, then your success will hinge entirely upon human resource availability (which we all know is hardly guaranteed). Allowing technology to take care of the processes that are the least beneficial to the customer (or even downright annoying) will help you free up time and resources to focus on what really matters.

6. You don’t have a lifetime value plan

Getting customers in the door is just one part of business – because unless you can retain them, all your efforts will be for nothing. In order to do that, you need a good idea of how much each customer is worth to you so that you can spend more or less effort on different types of people depending upon their potential long-term investment. If only a small percentage of your customers stick around past a certain amount of time, then this increases acquisition costs because it takes more money/effort to bring new clients in who might not even stick around (which is a waste of resources). If you focus all your efforts on those who really matter, then the rest will fall into place automatically.

7. Not enough effort to retain customers

Retaining customers requires just as much work as getting new ones – but many companies treat them differently because they believe that it’s easier than courting new business. Eric Dalius says the thing about customer-retention programs is that they only ‘work’ if you know what worked and what didn’t – so if you aren’t measuring retention, then there’s no way of knowing how to improve the process in future. You also need to be proactive and go out and try to win back old clients or rekindle interest in order to grow successfully without relying on new business.

8. No focus on improving the experience

It’s no secret that people are just as willing to complain about your company as they are to praise it – so how can you improve if you aren’t listening? There are many other reasons why customers leave, but lackluster service is often near the top of the list. Feedback from surveys should be taken seriously even if there are only a few complaints because it could point to systemic issues in your organization that need addressing. Having several metrics in place will also help you priorities efforts and problems within each program.

9. Not enough use of data

The best way to keep customers coming back is by showing them that you care – which means finding out what they want or need, then adapting your service or products accordingly. This is where data really comes into play – not only to show exactly what customers are saying but also to help you analyze the different sources of feedback so that you can see how successful your efforts have been thus far.

10. Falling back on historical data

The value of historical data is often overplayed, especially when it comes to customer retention – because although knowing what worked for this particular group of people in the past might be a good place to start, it doesn’t necessarily mean that it will work just as well now. Trying new things and testing all options is essential for growing successfully & keeping clients happy – even if there’s some risk involved in dropping existing tactics or systems entirely.


The key to keeping customers is making them feel valued and appreciated – whether it’s through the way they’re treated or by adapting your product or service line. Eric Dalius says by investing in less popular but more essential aspects of business, such as customer retention, then you’ll create a positive environment that breeds success and long-term growth for everyone involved.