客户留存实战：与客户建立持久且高价值的连接

Retentionin Action Creating lasting and lucrativeconnections with customers Introduction Whileacquisitionrequires marketers to attract asteady stream of new users who will discover, engagewith, and become customers of their brand,retention is all about the long game. A successful retention program makes it possible tohold onto these new customers, encourage them tocontinue connecting beyond that initial touchpoint,interaction, or purchase—and convince them to takehigh-value actionsthat deepen their relationship withyour brand.XX The true goal of customer retention isn't just to getusers to stick around—it's to help them see yourcompany as their brand of choice, even when thereare other enticing options available.Done right,retention programs can serve as the centerpieceof a great customer engagement strategy, makingthem an essential part of your future success.XX Exploring the business impact of retention Retention isn't an island—success in this phase is tied to improved performance across your marketing efforts. When retention improves, brands can seeimprovements in theircustomer lifetimevalue, a key factor in business viability andlong-term success. Messaging can make thatpossible: Braze research found that users whowere messaged via mobile push can see a69%lift in 365-day retention.** Usingcross-channel customer engagementstrategies doesn’t just help with retention;this approach can also boost revenue bydriving a3.2X uplift in purchases per user*,showcasing the cross-metric impact of thisapproach. Improving customer retention by just 5% hasbeen found to help brandsincrease profits bymore than 25%,according to researchconducted by the founder of theNet Promoter Score (NPS), FrederickReichheld, forBain & Company. Cross-industry retention challenges Powering personalized messaging Consistency across channels Understanding customer behavior Consumers are engaging with brands in variedways and marketers are using a wider mix ofmessaging channels (think email, SMS, push, etc.)to keep up. But using multiple channels in anuncoordinated way leads to confusion—undermining your attempts to connect. To build stronger relationships with yourcustomers, you need to understand and meet theirneeds—and that means ensuring that eachmessage you send speaks to each individual'spreferences. Data is plentiful, but a single view of the customeris still often elusive. Brands that deeply understandeach customer and the full scope of their behaviorcan map the user experience to better matchexpectations, giving them reasons to come back. Recommendation for Marketers Recommendation for Marketers Recommendation for Marketers If you haven’t already, it’s time to invest in a singlecross-channel customer engagement platformcapable of coordinating the messaging experiencesusers receive across all of your channels from oneplatform. Doing so enables brands to deliverconsistent, personalized, and seamless experiencesacross touchpoints. Take advantage of real-time segmentationcapabilities to create more accurate customertargeting in the moment. You can also leveragemodern personalization tools (e.g.Liquidpersonalizationanddynamic content) to tailorexperiences in the moment, supporting messagerelevance and stronger retention. Building out acomprehensive data strategyisessential to understanding your customers’experiences and better meeting their needs. Brandsthatcollect the right data and use it to guide theircustomer engagementare building a foundation forfuture churn reduction efforts—allowing them toidentify at-risk customersand reach them moreeffectively. 3 powerful retention campaigns Nothing drives strong retention like the right approach. Want to dig deeper?Explore more complex campaigns here. Value demonstration campaigns Recommendation campaigns Lapsing user campaigns 05Whether they're active, loyal, or lapsing,customers are more likely to stickaround if they understand the valueyour brand provides. Valuedemonstration campaigns use data tohighlight how your product or servicesbenefit each customer (e.g. savingthem time, money, etc.), giving themreasons to stay engaged. Want your customers to return morefrequently to your website or app? Youcan make targeted product or contentsuggestions—powered by AIand real-timeinsights into each individual's preferencesand behavior—that give them reasons toreturn, supporting sustained loyalty. Using your company’s conversion data,you can segment disengaged customersto create targeted campaigns. You canremind users of your brand value,highlight new useful features, or evenask customers for feedback about theirexperience alongside suggestions abouthow you can improve. New customers haven’t been fully onboarded1. Retention pitfalls(and what to doabout them) Problem: Solution: One top factor that impacts whethercustomers will be successfully retained istheir initial experience with a brand. Whenthe benefits and key differentiators of yourproducts/services are unclea