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Persuasion and Customer Retention Techniques Research Paper


Introduction

As it is mentioned by Liozu (2016), in the past two decades business and pricing complexity have increased significantly. Even though businesses attempt to employ the best customer strategies, the levels of churn are still considerably high, making customer retention to be a focal priority (Tamaddoni, Stakhovych, & Ewing, 2016). This paper aims to examine the most efficient techniques for convincing a previously refused customer to participate in the Federal Wage Survey, which aims to determine the prevailing wage rates for blue-collar wages civilian jobs.

Techniques for Convincing Customers

There are numerous reasons for the increase in the level of churn. As it is mentioned by Tamaddoni et al. (2016), the implementation of an effective retention campaign is a complex task, which involves accurate identification of best strategies for retaining customers who worth it. For this paper, the most efficient convincing techniques and approaches to retention should be identified.

First of all, it is possible to review the study by Tarofder, Nikhashemi, Azam, Selvantharan, and Haque (2016). Their research is focused on the investigation of service failure explanation as to the means of retaining a customer. They argue that providing an explanation for the failure and offering compensation significantly decreases customer dissatisfaction (Tarofder et al., 2016). Another approach is to create a memorable experience for customers that would decrease the level of churn or convince them to come back (Tarofder et al., 2016). Additionally, they discuss the method of an excuse as the approach to shifting the customer’s opinion (Tarofder et al., 2016).

Further, it is possible to focus on the article by Lemon (2016). The author states that “delivering a strong, positive and enduring customer experience is still a critical challenge” (Lemon, 2016, p. 45). In meeting this challenge, seven techniques would be helpful to convince the customer to retain by providing comprehensive and efficient customer service. Firstly, Lemon (2016) argues that it is essential to embrace complexity to give their customer an understanding of how complicated and dynamic the processes in the company are. Secondly, it is essential to make sense of all the data because the customer’s churn sometimes is related to the lack of awareness about the importance of data (Lemon, 2016). Thirdly, it is of high significance to rely on existing marketing frameworks since they offer an evidence-based practice approach to convincing customers (Lemon, 2016).

The fourth approach is to give the client an understanding that he or she is the most important factor in the company’s decision-making process. The individual approach along with the increased attention to customers can be significantly convincing. Another technique that is offered by Lemon (2106) is to create agile teams with deep and broad skills. Thus, a company will be capable of better understanding the big data processes, which have a considerable impact on customer retention. Encouraging creativity and curiosity is proposed as another convincing technique since the employment of new approaches to customer retention is rewarding. Finally, Lemon (2016) states that it is essential to convince clients that the company is developing products or services that have a positive impact on the world as a whole.

Conclusion

In conclusion, it should be noted that there are numerous techniques for customer retention. They could have various effects on how the customer will be convinced. For the participation of the Federal Wage Survey, it could be suggested that one of the most suitable techniques is to give the customer the understanding that he or she is the most important factor influencing the company’s decision-making and big data processes.

References

Lemon, K. N. (2016). The art of creating attractive consumer experiences at the right time: Skills marketers will need to survive and thrive. GfK Marketing Intelligence Review, 8(2), 44-49.

Liozu, S. M. (2016). The evolution and future of pricing capabilities. Journal of Revenue and Pricing Management, 15(3-4), 306-316.

Tamaddoni, A., Stakhovych, S., & Ewing, M. (2016). Comparing churn prediction techniques and assessing their performance: a contingent perspective. Journal of Service Research, 19(2), 123-141.

Tarofder, A. K., Nikhashemi, S. R., Azam, S. F., Selvantharan, P., & Haque, A. (2016). The mediating influence of service failure explanation on customer repurchase intention through customer satisfaction. International Journal of Quality and Service Sciences, 8(4), 516-535.

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IvyPanda. (2020, November 27). Persuasion and Customer Retention Techniques. Retrieved from https://ivypanda.com/essays/persuasion-and-customer-retention-techniques/

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"Persuasion and Customer Retention Techniques." IvyPanda, 27 Nov. 2020, ivypanda.com/essays/persuasion-and-customer-retention-techniques/.

1. IvyPanda. "Persuasion and Customer Retention Techniques." November 27, 2020. https://ivypanda.com/essays/persuasion-and-customer-retention-techniques/.


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IvyPanda. "Persuasion and Customer Retention Techniques." November 27, 2020. https://ivypanda.com/essays/persuasion-and-customer-retention-techniques/.

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IvyPanda. 2020. "Persuasion and Customer Retention Techniques." November 27, 2020. https://ivypanda.com/essays/persuasion-and-customer-retention-techniques/.

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IvyPanda. (2020) 'Persuasion and Customer Retention Techniques'. 27 November.

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