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Customer Relationships: Breaking Up Is Hard, Making Up Is Harder [Infographic]

by Verónica Jarski  |  
February 12, 2013

Customers often break up with brands that ignore them.

For instance, although 90% of retailers are active on Twitter, only 29% use it to engage with shoppers. That's just one example of why customers may feel the relationship with a brand is one-sided. And no one likes a one-sided relationship.

The feeling of unreciprocated admiration will often cause customers to break up with brands.

On average, a business loses about 20% of its customers just by failing to tend to customer relationships. According to the following infographic by 360connext, that number can be as high as 80%.

But do customers really expect brands to respond immediately to their questions? Not all do. Half of consumers would give brands a week to respond to their question. Any longer than that, though, and consumers will likely take their business elsewhere.

Moreover, brands can't assume that lost customers will be wooed back. According to the infographic, a business has only a 20%-40% chance of winning back a former customer. So, why not instead focus on retaining customers and maintaining healthy relationships with them?

You can find more stats about customer breakups and tips for keeping the spark in your relationship with customers in the following infographic:

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Veronica Jarski is the Opinions editor and a senior writer at MarketingProfs. She can be reached at

Twitter: @Veronica_Jarski

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  • by Nick Stamoulis Tue Feb 12, 2013 via web

    One bad comment on social media can spread like wildfire if you aren't careful. The reach of word of mouth gets a lot bigger when Twitter and Facebook get involved. You can't afford to ruin existing relationships!

  • by Scott Laughlin Tue Feb 12, 2013 via web

    Understand human nature and anticipate customer behavior: I recently received a dry cleaning coupon by email, but forgot to bring the coupon (must be submitted at drop off). Not only did they not have a coupon to scan, they could not, or would not scan the coupon from my iPhone. If a company disseminates coupons electronically, they should be able to accommodate the forgetful customer, or have the capacity to scan from mobile devices. The counter person actually said that, "they're not allowed to keep a coupon on hand, because the boss doesn't want 'everyone' getting the monthly special". Not a big deal, but a pretty negative customer service experience. Coupons designed to drive additional sales shouldn't result in the alienation of existing customers. Can you say "collateral damage"?

  • by Jeannie Walters Wed Feb 13, 2013 via web

    Thank you for the comments. What caused us to even think of creating this infographic was when we all had war stories about being customers who were loyal at best, indifferent at worst, who then became truly disgruntled just by the way leaving a company was mishandled. I used an online service for months and wasn't allowed to call anyone for service, but when it was time to cancel they had no options online. It was terrible. I will never use that service again. That's just one of many example. I hope companies wake up to this!

  • by timo Thu Feb 14, 2013 via web

    #Brands #Retailers: Making Up Is Indeed Hard , so Invest in #Customer #Relationships via #CEM

  • by Beth Worthy Fri Mar 15, 2013 via web

    These are some great points. A CRM can only be as good as the data that users enter into the system. It is important to implement good practices and train users to enter clean information into the CRM. It is absolutely necessary to make sure that one should enter only the data that is required in CRM and filter out the junks.

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