Firms 'need to focus on retaining customers'

Companies need to do all they can to boost customer loyalty and improve client retention in the coming months in order to maintain economic recovery, it has been claimed.

Bruce Temkin, former Forrester Research principal analyst and author of the Temkin Group report titled Customer Experience Correlates to Loyalty, said that the economic downturn has changed the game as far as attracting and retaining customers is concerned.

As a result, managers need to ensure that those in sales jobs are doing all they can to keep hold of exiting clients and attract new ones, he suggested.

"If firms lose pace with competitors' customer experience, they may end up attenuating the negative impact of the economic downturn," Mr Temkin added.

Recently, Antony Wroe, chair of REC Sales & Retail, said that with the global marketplace becoming ever more competitive and with customers becoming increasingly savvy over their buying decisions, today's sales personnel must have "considerable skills and expertise" to fulfil the job title of sales professional.

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Posted by Richard Esquilant

Source: The Sales Executive News