什么是客户保留成本（CRC）？

Customer Retention Cost (CRC) is the entire expense a company spends on its current customers within a specified time. To measure your CRC, divide your total retention spending in that period by the number of active customers; for example, spending $24,000 in a quarter on 400 active customers equals a CRC of $60. It’s critical for companies to know how much they are spending on client retention and the success of their retention campaigns.

企业可以通过分析客户维系成本 (CRC) 来发现需要优化和改进的领域，这使他们能够深入了解与客户维系相关的成本。例如，一家公司可能会发现某个特定客户群的 CRC 很高，这表明试图留住这些客户的成本正在变得越来越高。

引入新客户的成本称为 CAC，而留住现有客户的成本称为 CRC。企业需要了解这些指标，因为它们有助于确定如何在引入新业务和留住现有客户之间取得最佳平衡。

While CRC focuses on the costs of creating loyalty programs, delivering exceptional customer service, and implementing churn reduction initiatives, CAC focuses on the costs of marketing, sales, and customer onboarding. Understanding the difference between CAC and CRC is helpful to businesses when deciding on marketing and customer retention strategies that may lead to long-term growth.

如果公司只考虑引入新客户的费用，而不考虑保留现有客户的成本，则可能会面临超支的风险，并错失提高销售额和客户忠诚度的机会。

The term “customer retention cost” (CRC) refers to a range of costs related to preserving client connections and building loyalty. These expenses usually consist of the following:

• 客户服务：通过协助客户解决问题来提供帮助。
• Retention marketing: encompasses efforts through campaigns and other initiatives to promote ongoing customer interaction and encourage subsequent purchases.
• CRM 系统：提供用于管理客户数据和交互的工具，支持沟通和关系发展。
• People and incentives: salaries for customer success, support and account management teams, in addition to loyalty programs and renewal discounts

Businesses can get important information about customer retention by analyzing Customer Retention Cost (CRC). Knowing the cost of retaining customers allows businesses to evaluate the effectiveness of their retention efforts and adjust their strategies accordingly. A few of the main advantages of assessing CRC are as follows:

• 认识到您的客户群的长期价值和盈利能力： 企业可以通过计算成本来确定最具盈利的市场细分，并将资源分配到这些领域 留住消费者。这有助于长期的增长和可持续性。
• Calculate your retention tactics’ return on investment: 企业可以通过比较客户保留成本和客户终身价值，来确定哪些策略最具成本效益，并能产生最大的投资回报。
• 随着时间的推移，优化每位客户的收入：公司可以通过优化来提高客户的生命周期价值 定价、营销和客户服务策略，通过了解客户保留成本。收入和盈利能力因此提高。

请记住，成功留住客户的关键在于数据驱动的策略。分析客户保留成本可以揭示关键数据，这些数据可以为您的决策过程提供信息，并可能影响增长。

降低客户保留成本 (CRC) 对于公司的扩张和长期成功至关重要。以下是五个成功的策略：

• 简化流程以实现 客户成功：简化入职流程，提供易于使用的工具，并提供积极主动的帮助。
• Include CRC in product pricing: Include CRC in your pricing plan so that prices cover the cost of retaining each customer.
• 创建自助服务支持资源：利用常见问题解答、知识库和教学视频，帮助客户轻松解决基本问题。
• 请注意 客户生命周期价值 (CLV)：投资于留住客户，将他们放在首位，并最大化他们的价值。
• 保证客户满意度：建立信任关系，认真考虑客户的意见，快速解决问题，并积极倾听以提升客户体验。