Active Attrition

Tracking active attrition is a vital part of a robust CVA program. Active Attrition happens when customers actively switch away from you to a competitor; they stop using your products and services.

Companies sometimes expend considerable resources to attract new customers; often it requires several product purchases or several months of service to recoup these costs. Sales personnel are rewarded for bringing in new accounts. But often, customers that slip out the back door and disappear into the night leave unseen, unnoticed and unrecognized.

CVA postulates a systematic, objective surveying on customers who attrite.  Using portions of the main CVA survey and specific questions on the causes of attrition, these surveys provide crucial guidance of stemming the loss of customers. And they are an early warning signal of issues that may be festering in your customer base or of new practices implemented by competitors that are successful in poaching in your customers.