Growing Fast or Dying Slowly? 3 Misconceptions About Churn Rates
The first mistake that brokers make when looking at their churn rate is taking churn rate as a given rather than as an opportunity.
Forex brokers spend millions acquiring new customers, yet customer retention is the defining factor that separates market leaders from their competitors.
When most online brokers think about accelerating growth, their first instinct is to invest in customer acquisition. While customer acquisition will always be a core driver for revenue growth, customer retention is often the neglected component. As a company that has invested a great deal of time, resources, and money to acquire a new customer, it is imperative to maximize the CLV to avoid the revenue headwinds caused by churn.
Though the typical FX customer journey may lead to its inevitable outcome, the CLV is far from defined. The tendency of Forex brokers has been correlating P&L for a trader’s experience instead of taking a holistic view that each interaction has an effect. Consider the typical customer journey in which a trader experiences losses – at this critical juncture, a broker will define their customer experience. The most innovative firms use these critical moments to create opportunities for engagement and retention, thereby fulfilling all elements of the trader experience.
The most relevant aspect of the customer experience after onboarded is their actual trading. By classifying “trade behaviours” through Behaviour Segmentation, one can provide customer-specific resources such as client education services, trading tools, premium news, and volatility alerts at precisely the right time! This customer-centric approach defines customer experience, and this personalization ultimately drives CLV.
The second mistake that brokers make when looking at their churn rate is using churn as the only measure of the customer experience; a broker will always be six months too late to influence the future.
Historically, customers have expected basics like quality service and fair pricing, but today customers have much higher expectations such as proactive service, personalized interactions, and connected experiences across digital channels.
Delkos has developed analytics and accompanying metrics to provide behavioural insight into the customer experience. Utilizing these insights allows a broker to anticipate and create opportunities before it’s too late.
The last mistake that brokes make when looking at their churn rate is to view churn as a simple metric rather than as an indicator of behaviour. Before you can find the right answers, you must ask the right questions; utilizing Delkos analytics and metrics will lead managers to ask the right questions. “What are customers doing that contribute to their churn?”, “How can we better manage customer relationships to enhance the trader experience?”. Dissecting the meaning behind the numbers will help you determine strategies moving forward.
As we know, customer experience will always be defined by the customers’ perception of how your organization values them. In many respects, it also determines if your firm is growing fast or dying slowly.
To learn more about how your brokers churn rate can determine growth, contact Delkos [email protected]
