Customer Retention

cj · 03-23-2005

Few threads here at the moment that relate to customer retention and paysite members areas etc that got me thinking ...

There is 2 ways of thinking, both of which work ...

There's Nick's way of playing the numbers game and making money off the old 'forget to cancel' theory ...

and there's the 'give the customer everything he/she wants and treat them like a customer' theory ...

I've always done both, depending on the niche or genre of site ... but since working with casino's, i'm learning the extent that customer relations can benefit your bottom line. So much so that we have just hired a person who has the job title 'player retention' who will be working on promotions, support, and 'stuff' to keep our players in our casino.

I've gone from an industry where there are so many customers that we just don't need to look after them, to an industry where 1 player can potentially be worth several thousand porn members ...

To give you an idea how different it is, instead of ignoring every email from a member, we literally jump on them in live chat as soon as they enter with 'how can i help you' kinda messages. When a customer has a deposit decline, we call them on the phone to help them with alternate processing options instead of just throwing them into a dialler. just 2 examples ...

To get this all working properly i've been looking a lot into customer retention programs of big corporations, especially airlines and credit cards which all offer rewards points programs of some kind - all designed to guarantee if a customer is spending money, they are spending it with you.

If customer retention wasn't important, how come every single mega corporation with millions of customers has an area of budget dedicated to keeping the customers they get through their marketing? That old saying 'its cheaper to keep a customer than to get a new one' started in mainstream, but is it every going to get this way in porn or will the numbers game keep working?

I'm curious about the different areas everyone is working and how much effort you put into customer retention in each one? ... do you apply mainstream techniques to your adult sites? has anyone run any kind of rewards program for an adult site? or non adult for that matter?

interested in everyone's different perspective ...

03-23-2005	#1
cj Members Want to see your own Advertising Here! Join Date: Oct 2002 Location: Down Under Posts: 5,202	Few threads here at the moment that relate to customer retention and paysite members areas etc that got me thinking ... There is 2 ways of thinking, both of which work ... There's Nick's way of playing the numbers game and making money off the old 'forget to cancel' theory ... and there's the 'give the customer everything he/she wants and treat them like a customer' theory ... I've always done both, depending on the niche or genre of site ... but since working with casino's, i'm learning the extent that customer relations can benefit your bottom line. So much so that we have just hired a person who has the job title 'player retention' who will be working on promotions, support, and 'stuff' to keep our players in our casino. I've gone from an industry where there are so many customers that we just don't need to look after them, to an industry where 1 player can potentially be worth several thousand porn members ... To give you an idea how different it is, instead of ignoring every email from a member, we literally jump on them in live chat as soon as they enter with 'how can i help you' kinda messages. When a customer has a deposit decline, we call them on the phone to help them with alternate processing options instead of just throwing them into a dialler. just 2 examples ... To get this all working properly i've been looking a lot into customer retention programs of big corporations, especially airlines and credit cards which all offer rewards points programs of some kind - all designed to guarantee if a customer is spending money, they are spending it with you. If customer retention wasn't important, how come every single mega corporation with millions of customers has an area of budget dedicated to keeping the customers they get through their marketing? That old saying 'its cheaper to keep a customer than to get a new one' started in mainstream, but is it every going to get this way in porn or will the numbers game keep working? I'm curious about the different areas everyone is working and how much effort you put into customer retention in each one? ... do you apply mainstream techniques to your adult sites? has anyone run any kind of rewards program for an adult site? or non adult for that matter? interested in everyone's different perspective ...