E-Mail Not Enough To Drive Customer Retention
Cruise Week

At a recent cruise event some senior cruise line sales executives offered suggestions to retailers on the all-important issue of retaining clients.

Edie Bornstein of Azamara Club Cruises got to the heart of the issue: “If you get a client based on price, you’ll lose that client based on price.”

RCI’s Vicki Freed cited statistics. “Four out of five people who bought from one agency switch to another agency to book their next vacation, not because of ‘bad service,’ but because the client didn’t feel connected to the agent; there’s a sense of indifference,” she said.

That’s an awful statistic, but one that holds potential for turnaround through more concerted service and communication. “One way agents can (boost retention) is to connect with them more frequently,’ says Freed.  ‘E-mail is not enough and is a monologue, while the phone is a dialogue.” 

While e-mail and other methods are valuable communication tools, Freed suggests agents have verbal dialogue with clients every 90 days.

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