Customer Base Management and Churn
Especially in mature markets, the effort required to acquire customers is high and usually results in value erosion.
New customers tend to accept attractive offers, with discounts and/or benefits, often both, in order to switch providers.
In this context, managing the customer base is essential, understanding customer needs, perceptions, and the company’s performance across all touchpoints.
We regularly work on challenges related to customer base development, satisfaction, and churn reduction.
In these initiatives, we structure both internal and external approaches.
Externally, we use research methodologies to understand customer decision attributes, price perceptions, and brand positioning (both client and competitors).
This understanding is always developed in a segmented manner, as customer demands are not homogeneous.
Internally, we conduct a diagnostic covering seven dimensions that impact customer satisfaction:
1- Experience across different channels;
2- Offer competitiveness;
3- Service and support structure;
4- Billing and invoicing models;
5- Processes that impact customers;
6- Information quality and training at different touchpoints;
7- Alignment of commission and compensation models with the strategy.
We map different action fronts:
- Relationship and customer service;
- Sales quality;
- Protection and retention;
- Alignment between usage and the services acquired by customers.
For each stage of the customer lifecycle, we identify critical processes and their respective satisfaction drivers.
This allows us to define the necessary actions.
Improvement initiatives must be carefully evaluated to avoid over- or under-investment.
During implementation, strong communication, training, and change management are essential for success.
BFG is available with its experience and expertise to help companies face complex situations, optimize customer satisfaction, and reduce churn.
Frederico Barbosa
Co-founder / Sr. Partner at BFG Consult Engineer graduated from UFMG, with an MBA from INSEAD (France). Extensive experience in management consulting, with a strong track record across multiple industries and geographies. I help companies overcome challenges and achieve tangible results by driving revenue growth, improving commercial and financial performance, enabling expansion into new markets and offerings, and enhancing customer satisfaction.