Cookie Preference Centre

Your Privacy
Strictly Necessary Cookies
Performance Cookies
Functional Cookies
Targeting Cookies

Your Privacy

When you visit any web site, it may store or retrieve information on your browser, mostly in the form of cookies. This information might be about you, your preferences, your device or used to make the site work as you expect it to. The information does not usually identify you directly, but it can give you a more personalized web experience. You can choose not to allow some types of cookies. Click on the different category headings to find out more and change our default settings. However, you should know that blocking some types of cookies may impact your experience on the site and the services we are able to offer.

Strictly Necessary Cookies

These cookies are necessary for the website to function and cannot be switched off in our systems. They are usually only set in response to actions made by you which amount to a request for services, such as setting your privacy preferences, logging in or filling in forms. You can set your browser to block or alert you about these cookies, but some parts of the site may not work then.

Cookies used

Performance Cookies

These cookies allow us to count visits and traffic sources, so we can measure and improve the performance of our site. They help us know which pages are the most and least popular and see how visitors move around the site. All information these cookies collect is aggregated and therefore anonymous. If you do not allow these cookies, we will not know when you have visited our site.

Cookies used

Google Analytics

Functional Cookies

These cookies allow the provision of enhance functionality and personalization, such as videos and live chats. They may be set by us or by third party providers whose services we have added to our pages. If you do not allow these cookies, then some or all of these functionalities may not function properly.

Cookies used




Targeting Cookies

These cookies are set through our site by our advertising partners. They may be used by those companies to build a profile of your interests and show you relevant ads on other sites. They work by uniquely identifying your browser and device. If you do not allow these cookies, you will not experience our targeted advertising across different websites.

Cookies used


This site uses cookies and other tracking technologies to assist with navigation and your ability to provide feedback, analyse your use of our products and services, assist with our promotional and marketing efforts, and provide content from third parties


Here are some suggested Connections for you! - Log in to start networking.

Article : Customer Service is Customer Acquisition

It’s actually far more cost effective to spend a good portion of your marketing money on customer retention via great customer service. It may feel less glamorous and as though you are abandoning your branding efforts. But, every time you use customer service to prevent the loss of a customer, you have acquired that customer’s willingness to do more business with you - and you

Why not divert some of your marketing spend to customer analytics for customer retention?

The traditional way of seeing customer acquisition and customer retention as separate disciplines is an extremely dangerous way of running a modern business, because it traps you in a public lie.

So says Sandra Galer, Consulting Director for Merchants, South Africa’s largest business process outsourcer. "If, for instance, you offer new customers free handsets but offer your existing customers nothing new, no reward for loyalty, you’re sending a very clear message that your existing customers don’t matter and that customer service is an empty promise.

"Consumers get that. So, they will be as expedient as you are, by taking your handset now but moving on as soon as something better comes up with another provider.

"Not only are you being hypocritical about customer service, you’re teaching consumers that their best option is disloyalty to their service providers. You’re creating a market you don’t want; a market in which you will have to keep increasing your marketing spend to attract increasingly disloyal customers.

"It’s actually far more cost effective to spend a good portion of your marketing money on customer retention via great customer service. It may feel less glamorous and as though you are abandoning your branding efforts. But, every time you use customer service to prevent the loss of a customer, you have acquired that customer’s willingness to do more business with you – and you have reinforced your brand. Cross or upselling the customer on additional products and services equates to the acquisition of a new customer.

"The cost and effort of building a long term relationship with your existing customers translate into sustainability for your business. You are building a market you can rely on."

....NOTE - content continues below this message


We invite you and your colleagues to join us LIVE as we take the highest rated industry conference to the next level! the 2022 World's Best! - join us and the elite in the industry at the 17th annual NEXT GENERATION Contact Center & Customer Engagement GLOBAL Best Practices Conference!



Drive Revenue Differently

This approach to customer retention converts it from its traditional and often resented position as a cost centre into a revenue driver.

It does, however, require the organisation to behave differently - not only in terms of refocusing attention on what constitutes customer service but also in terms of allocating funds in more effective ways.

"Customers who are brand advocates are your cheapest marketing tool because they market you voluntarily," Galer says. "And your existing customers are your largest source of brand advocates. New customers will talk about your great discount or new handset while your existing customers will talk about their long term experience of your customer service. It’s a much more convincing and credible conversation.

"So, it’s worth diverting funds from your customer acquisition campaigns to customer retention activities. In effect, it’s putting your money where your mouth is."

Today, great customer service comes down to personalising your relationship with each customer as an individual. To achieve this, you need to segment your customers not only to understand where they are, what they do, and which of your services they have but also to predict their future behaviour.

The ability to offer relevant products and services to customers at the time when they might be most disposed to purchase them comes down, therefore, to business intelligence and analytics capabilities.

Know The Future

"Analytics is a game changer because it gives you the ability to get customers to adapt their behaviour," Galer says. "A customer who might not ordinarily buy additional vehicle insurance can be persuaded to take additional cover for their tyres by an sms from you showing that you know they are more at risk because they travel a great deal on back roads.

"Or if you are a car dealer and have installed a sensor that tells you when the car has hit a pothole, you can sms the owner you would not see between services to come in and have his tyres checked. While he’s there, you can offer a special or simply reinforce your interest in him.

"The key is to offer the right thing for the right reasons. Sending all your customers information on your latest insurance deal simply doesn’t work anymore. It’s marketing money going to waste. It’s far better to spend that money on the best analytics technology available."

Analytics highlights another significant benefit of focusing at least as much on providing great service to existing customers as on campaigning for new ones. You already have large amounts of information on existing customers, whereas it is going to take time and effort to gather the same level of detail on customers you haven’t yet acquired.

As Galer says: "You’re sitting on information assets that will enable you to target future strategies very accurately and to develop products and services your customers really want.

"It’s the kind of information that enables you to offer your high value banking customers concierge services or lounge access at airports, building their loyalty through relevance to their lifestyle needs.

"The key, always, is to make your customer’s lives easier.

"Most important of all, however, is to do the right thing. Take the time and trouble and spend the money necessary to acknowledge the value to your organisation of existing customers by finding out what they need from you and then providing that.

"In this digital time, none of this difficult. You have the budget. It’s sitting in your marketing campaigns. So, all you really need is a little executive focus on customer service."

About Merchants:
Company LogoMerchants, a Dimension Data Group company, is a provider of bespoke outsource contact centre solutions and has a 25 year track record of delivering customers contact centre solutions for a variety of blue chip organisations, globally.
Company RSS Feed   Company Twitter   Company YouTube   Company LinkedIn   Company Profile Page

Today's Tip of the Day - Understand The Team

Read today's tip or listen to it on podcast.

Published: Monday, August 24, 2015

Printer Friendly Version Printer friendly version

2022 Buyers Guide Messaging Systems


miSecureMessages is an encrypted messaging application designed as a pager replacement for healthcare organizations, call centers, and enterprise environments.

eGain Corporation

Messaging Hub
eGain has rearchitected its platform to handle the messaging channels in a new way. eGain Customer Engagement Hub™, the platform that unifies knowledge, AI, analytics, and conversations to ensure that no channel is left in a silo, also powers the eGain Messaging Hub.

Startel Corp.

Contact Center Software
Startel is a leading provider of unified communications, business process automation and performance management solutions for contact centers. Since its founding in 1980, Startel has established a loyal customer base from a variety of industries, including contact centers, education, healthcare, insurance and telephone answering service. Startel's solutions are designed to enhance the customer experience, improve employee productivity, reduce operating costs, and increase revenues.


Chat, Synthetix’s multichannel live chat solution offers customer support in real-time, driving huge efficiencies.

When customers have complex queries that require human intervention, live chat proves far more efficient than traditional channels. Not only is it quicker and more convenient than waiting on hold to be dealt with, but with AI-powered features, it produces massive ROI.

With concurrent chat slots, a live key-press feed and AI-predictive suggestions that recommend articles in real-time, Synthetix Chat reduces average handling times by up to 50% compared to standard live chat.

About us - in 60 seconds!

Submit Event

Upcoming Events

17th Annual NEXT GENERATION BEST PRACTICES CX & CC Conference & Expo aimed at those who operate in North and South Americas, Europe, Middle East & Africa, Asia Pacific will help you with award-winning strategies and tactics from the best in the regio... Read More...

Newsletter Registration

Please check to agree to be placed on the eNewsletter mailing list.

Latest Americas Newsletter
both ids empty
session userid =
session UserTempID =
session adminlevel =
session blnTempHelpChatShow =
session cookie set = True
session page-view-total = 1
session page-view-total = 1
applicaiton blnAwardsClosed =
session blnCompletedAwardInterestPopup =
session blnCheckNewsletterInterestPopup =
session blnCompletedNewsletterInterestPopup =