For AppSheet - By Nancy Powaga
Low customer churn is critical to business success, and is especially urgent during a recession when new customers might be harder to come by. Research indicates that 63% of consumers will abandon a product or service after just one poor experience, underlining that strong customer retention relies on strong customer satisfaction, regardless of the state of the economy.
Equipping employees with the tools to build their own custom internal apps is one way businesses are lowering their customer churn by maintaining high customer satisfaction, while also streamlining internal operations to better serve customers throughout the sales and support cycle.
For example, sales and marketing teams are often closest to the customer experience, yet are also often the least well-equipped to improve their own processes with custom app solutions. With the help of no-code development platforms, all process owners (including non-technical employees) can create internal apps that are custom-built to company-specific, team-specific, and even project-specific requirements. Businesses find that internal processes can be improved by the process owners themselves; in addition, data collection and sharing can be digitized for greater accuracy, so the customer ultimately benefits from a smooth experience.
Let’s take a closer look at three ways companies are using internal apps to improve customer retention over time:
Keeping all team members on the same page is critical to reducing customer churn — and to earning the trust of new customers. Internal apps can help teams work together and to present one external voice to the customer by streamlining communications through commenting and workflow reporting. For example, multiple teams working with the same customer or client can add notes to an internal app to ensure that anyone who touches the account fully understands its history and can quickly get up-to-speed without disruption to the consumer.
To maintain a pulse on customer satisfaction, many businesses extend their custom internal apps to identify warning signals for customer dissatisfaction by allowing the app to correlate consumer behavior with information around churn. With no-code development, process owners in sales and marketing can create internal apps that alert them to changes, as triggers can be built in to notify team members when key performance indicators dip into the churn danger zone.
Know your customers
Customer health scores are critical to maintaining internal tools that predict churn. However, because companies rely on a litany of metrics to create these unique scores, finding an off-the-shelf solution for data collection and analysis can be quite difficult.
No-code platforms are stepping in to allow people and teams to build reliable models that keep data clean in a way that’s customized specifically for them, which results in more accurate trend data over time. Outdated data input systems like pen and paper or digital spreadsheets that introduce human error can be replaced with customized apps that allow for the automatic flow of data from apps like Salesforce or Marketo.
The equation behind a customer’s ever-changing health score is honed over weeks, months, and even years, and custom apps are able to flex with these changes while keeping data secure and streamlined.
Deliver on time
Point-of-sale is only the beginning of the customer journey. Whether it’s goods, services, or a brand promise, businesses must follow through on prompt delivery to maintain customer trust.
This is particularly relevant in industries like retail and manufacturing, where inventory management can be a complex task and customers need the ability to track their purchases even before they leave the warehouse. To help simplify and streamline delivery, businesses are turning to customized inventory control apps to track assets, capital, and output.
For example, with no-code development, floor managers can create inventory tracking apps that integrate with barcode and optical character recognition (OCR) scanners, cloud databases, and data visualization to track products in real time. With continual tracking in place, both the company and the consumer can access the exact location of inventory to better ensure an on-time delivery.
Inventory apps can also help reduce manufacturing carrying costs, eliminate waste and delays, and increase worker productivity by providing valuable information on the efficacy of processes and managers. Apps compatible with barcode scanners can record work-in-progress inventory over time, and the accumulated data can be used for anything from cost-benefit analysis to workforce optimization to reducing a product’s time-to-consumer.
Preventing customer churn starts with accurate data, and relies on well-informed employees, streamlined processes, and long-term analysis to improve retention. By adopting no-code platforms, companies can greatly increase their ability to prevent customer churn by providing employees with the tools to discover, build, and maintain customer relationships that last far beyond the first sale.