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Customer Retention Strategy: AT&T, You’re Doin’ It Wrong

Customer Experience

How loyal are your customers to you?

I’ve been with one service provider, AT&T, for years–dutifully paying my invoice month after month. They never really offered exceptional service, or even the best pricing. But none of their competitors had ever given me a compelling enough reason to leave, either. So, I stuck with the devil I knew.

Do your customers come back because they appreciate your products and service? Or, are you just the devil they know?

The mysterious customer retention department…

Customer Retention Strategy: AT&T, You’re Doin’ It Wrong image customer service titanic ship customer service sinking demotivational poster 1256056583I recently learned that AT&T has what’s called a “customer retention department.” Apparently if you call customer service threatening to leave, you get transferred to another customer service department–one that tempts you into sticking around with a discount or a free upgrade.

I never spoke to the customer retention department, though. This time when my contract came up for renewal, sick to death of ever-rising costs and spotty service, I just left without saying a word.

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Your customer retention department can do nothing to retain customers they never speak to. That’s why your entire company should be a customer retention department. Your marketing strategy must include ways to keep your existing customers happy.

What’s your customer retention strategy?

It costs less to retain a customer you already have than to acquire one you don’t. So why do so many companies dedicate huge marketing budgets to customer acquisition, with a comparatively tiny (or even non-existent) chunk going to customer retention?

Friendly service, providing real value in exchange for your customer’s dollar, rewards programs, even a simple thank you note can go a long way toward earning your customers’ loyalty.

If you need ideas for what you can do to keep your existing customers coming back for more, give me a shout. I’m here to help.

Comments on this Article: 2

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  1. Pat Burchett says:

    I have experienced the same problem with the so called retention office. My bill is never correct and you can’t reach
    anyone in the retention office even if they give you a name and an I.D. number. I have tried without success. Very frustrated with att.

  2. Stu says:

    No such thing as customer loyalty anymore. If they’re not in a contract they can leave at anytime. Why give someone a Better deal if the only guarantee they will stay is their word? Thats bad business decision making. Sorry you feel you arent getting treated special because youre not.

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