Analytical-

CUSTOMER
RELATIONSHIP
MANAGEMENT

8/29/2025 NATARAJ, THIAGARAJAR SCHOOL OF MANAGEMENT

Who is my customer?
Primary Target Customer Key Characteristics & How the Company Makes them
Company Name
Definition Needs of this Customer Happy

- Disrupted market with free/low-cost

Price-conscious and data-hungry
Reliance Indian population (across urban &
rural areas), seeking affordable and
- Demographics: Broad age range data and calls initially. - Aggressive
(youth to adults), across all expansion of 4G/5G network. - Bundling
income groups, urban and of digital services (JioCinema, JioSaavn,
Jio high-speed mobile connectivity and
digital services.
increasingly rural. MyJio app) to add value. - Localized
content and regional language support.
Who is my customer?
Primary Target Key Characteristics & Needs How the Company Makes
Company Name
Customer Definition of this Customer them Happy

- Demographics: Women, typically 25-

Affluent to upper-middle- 60+, with significant disposable - Strong emphasis on trust and purity
class Indian women (and income, often looking for wedding ("Tanishq Promise"). - Diverse designs
men) who seek high-quality, jewellery, festive purchases, or gifts. - from traditional to modern, catering
Tanishq trusted, and often traditional Psychographics: Value trust, purity, to various regional and personal
or contemporary jewellery craftsmanship, cultural significance, tastes. - Premium store experience,
Jewelry for special occasions, modern yet rooted in tradition, desire personalized consultations, and after-
investments, or daily wear, for aspirational products. - Behavioral: sales service. - Strategic campaigns
with an emphasis on design Research before buying, seek around festivals and life events (e.g.,
and brand assurance. personalized experiences, appreciate weddings).
transparent pricing and certification.
Who is my customer?
Primary Target Key Characteristics & Needs How the Company Makes
Company Name
Customer Definition of this Customer them Happy

- Demographics: Young
professionals, students, nuclear
- Vast network of restaurants for
Urban and semi-urban families, busy individuals. -
diverse cuisine options. -
residents (18-45 years Psychographics: Tech-savvy,
Efficient delivery logistics and
old) who value value time-saving, enjoy diverse
real-time tracking. - User-friendly
Zomato convenience, variety,
and quick access to
cuisines, may not have time or
inclination to cook daily. -
app interface with personalized
recommendations. - Expansion
restaurant food and Behavioral: Frequent online
into quick commerce (Blinkit) to
grocery delivery. users, comfortable with digital
serve immediate grocery needs.
payments, often eat out or order
in.
Who is my customer?
Primary Target Key Characteristics & Needs How the Company Makes
Company Name
Customer Definition of this Customer them Happy
- Demographics: Families,
- Extensive supply chain ensuring
children, adults, urban and rural
fresh milk and dairy product
Indian households across consumers. - Psychographics:
availability nationwide. - Focus on
all socio-economic strata, Value health and nutrition, trust
quality and purity ("The Taste of
Amul (Gujarat Co- seeking affordable, high- in traditional brands, appreciate
India" positioning). - Wide range
operative Milk quality, and trusted dairy value for money, culturally
of products from basic milk to
Marketing products (milk, butter, ingrained use of dairy. -
value-added cheese and ice
Federation) cheese, ice cream) for Behavioral: Daily consumption of
creams. - Iconic, relatable, and
daily consumption and milk, frequent purchase of dairy
often humorous advertising
special occasions. products, loyal to brands
("Amul Girl") that resonates with
providing consistent quality and
a broad audience.
availability.
Who is my customer?
Primary Target Key Characteristics & Needs How the Company Makes
Company Name
Customer Definition of this Customer them Happy
- Demographics: Middle to high- - Robust digital banking platforms
Urban and semi-urban
income individuals, business (net banking, mobile app) for
individuals, salaried
owners, those comfortable with ease of use. - Diverse product
professionals, small and
digital banking. - Psychographics: portfolio (savings accounts,
medium enterprises
Value convenience, security, current accounts, personal loans,
(SMEs), and affluent
professional advice, quick home loans, mutual funds, credit
HDFC Bank customers seeking
service, aspirational about cards) catering to varied financial
reliable, tech-enabled,
financial growth. - Behavioral: needs. - Strong customer service
and comprehensive
Frequent digital transactions, and branch network for in-person
financial services
seek personalized financial support. - Focus on stability and
(banking, loans,
solutions, may engage in online trust as a leading private sector
investments).
investments. bank.
Who is my customer?
Primary Target Key Characteristics & Needs How the Company Makes
Company Name
Customer Definition of this Customer them Happy
- Demographics: College
students, young professionals,
Fashion-conscious urban - Wide assortment of national and
fashion enthusiasts, both men
and semi-urban youth international fashion brands. -
and women. - Psychographics:
and adults (18-45 years Strong focus on user experience
Value style, self-expression,
old) who prefer online (easy navigation, search filters,
desire for latest trends, enjoy
Myntra (part of shopping for clothing, virtual try-on features). - Regular
exploring diverse brands,
Flipkart Group) accessories, and beauty sales events, discounts, and
convenience-driven shoppers. -
products, seeking trendy loyalty programs. - Content
Behavioral: Heavily use mobile
styles, variety, marketing through fashion blogs,
apps for shopping, influenced by
convenience, and influencer collaborations, and
social media and fashion
competitive pricing. social media presence.
influencers, look for discounts
and sales events.
Who is my customer?
Primary Target Key Characteristics & Needs How the Company Makes
Company Name
Customer Definition of this Customer them Happy
- Demographics: Households
with children and elderly
members, middle to upper-
middle income. -
- Strong emphasis on its
Health-conscious Indian Psychographics: Believe in
Ayurvedic heritage and natural
families, particularly natural remedies, trust in
ingredients. - Marketing
parents and elders, who Ayurvedic principles, proactive
Dabur India campaigns highlight immunity
prioritize traditional about preventive health, value
(specifically Dabur benefits and traditional wisdom. -
Ayurvedic wellness family well-being, seek time-
Chyawanprash) Positioned as a daily health
solutions for immunity tested solutions.
supplement for the entire family. -
building and overall - Behavioral: Regular
Widely available across traditional
health. consumption, especially
retail channels and modern trade.
during seasonal changes or
perceived health risks,
influenced by traditional
wisdom and family practices.
Who is my customer?
Primary Target Key Characteristics & Needs How the Company Makes
Company Name
Customer Definition of this Customer them Happy
- Demographics: Adults (typically
22-40) from diverse linguistic and
Young, educated, and
religious backgrounds within
career-oriented Indian - Extensive database of profiles
India and the diaspora. -
individuals (and their with advanced search filters (age,
Psychographics: Value cultural
families) seeking life community, education,
traditions while embracing
partners through a profession, location). - Focus on
modern convenience, seek
modern, technology- safety and verification features. -
[Link] partners with similar values and
driven platform, Offers premium services for
aspirations, desire a safe and
primarily for arranged or enhanced visibility and
verified platform for matrimonial
semi-arranged personalized assistance. - Strong
search. - Behavioral: Active
marriages, valuing brand recall through consistent
online users, comfortable sharing
compatibility and advertising and success stories.
personal information for
background verification.
matchmaking, involve family in
the decision-making process.
  Who is your customer?
 What consumers buy?
 Why they buy?
 When they buy?
 Where they buy?
Knowing Your  How often they buy?
Customer  How often they use the product?
 What are the service requirements ?
 How customer interacts with the organization?
 What are the modifications in the product /
service required by the customer?

[Link], THIAGARAJAR SCHOOL OF MANAGEMENT 10

 Understanding Current Satisfaction & Pain Points

 What do customers consistently praise or compliment about your

product/service? (Identifying existing strengths to reinforce.)

 What are the most common complaints or frustrations customers

Make your express about your product/service, or their overall experience?
(Pinpointing pain points to address immediately.)
customers
Happy  What is the single biggest "pain point" or "frustration" your
customer experiences that your product/service could potentially
solve, but currently doesn't, or doesn't solve well enough?
(Looking for unmet needs.)

 How do you currently measure customer satisfaction (e.g.,

feedback forms, reviews, direct conversations)? What do these
measurements tell you? (Assessing current feedback mechanisms.)

[Link], THIAGARAJAR SCHOOL OF MANAGEMENT 11

 Delivering Value & Enhancing Experience:

Beyond the core product/service, what additional value can you

offer that would surprise or delight your customer? (Thinking
about "going the extra mile.")

What small, low-cost gestures or personalized touches could make

Make your a significant positive impact on your customer's experience?
(Focusing on practical, actionable improvements.)

customers
How can you make the customer's interaction with your
Happy organization (from inquiry to post-purchase) smoother, faster, or
more enjoyable? (Improving the customer journey.)

In what ways can you make your customer feel truly heard and
valued? (Focusing on emotional connection and recognition.)

Are there opportunities to simplify the buying process or product

usage for your customer? (Reducing friction.)

[Link], THIAGARAJAR SCHOOL OF MANAGEMENT 12

 Building Relationships & Loyalty:

What would make your customers choose you repeatedly over

competitors, even if a competitor offered a slightly lower price?
(Identifying competitive advantage beyond price.)

How can you maintain an ongoing relationship with your customers

after a purchase, ensuring they feel supported and remembered?
Make your (Focusing on post-purchase engagement.)

customers What kind of support or advice do your customers need after they have
Happy purchased or used your product/service? (Understanding long-term
service needs.)

How can you encourage your happy customers to become advocates or

refer others to your business? (Leveraging word-of-mouth marketing.)

What is your plan for addressing customer issues or complaints quickly

and effectively to turn a negative experience into a positive one? (Crisis
management and recovery.)

[Link], THIAGARAJAR SCHOOL OF MANAGEMENT 13

 Innovation & Future-Proofing

Make your What emerging trends or technologies could you leverage

to offer a better experience or a more relevant
customers product/service to your customer in the future? (Forward-
thinking.)
Happy
If you could ask your ideal customer one question about
how to make them happier, what would it be? (Directly
seeking customer input.)

[Link], THIAGARAJAR SCHOOL OF MANAGEMENT 14

 Customer Relationship Management (CRM) is a strategic
approach and a set of technologies designed to manage and
analyze a company's interactions and data throughout the
What is CRM customer lifecycle. Its core purpose is to improve business
relationships with customers, assist in customer retention,
and drive sales growth.

[Link], THIAGARAJAR SCHOOL OF MANAGEMENT 15

 A CRM system gathers and organizes customer information
from various channels—such as a company's website, phone
calls, emails, live chat, marketing materials, and social
media.
By centralizing this data, it provides a comprehensive view of
What is CRM each customer, enabling businesses to understand their
needs and preferences better.
This understanding allows for personalized communication,
targeted marketing campaigns, streamlined sales processes,
and efficient customer service, ultimately leading to
enhanced customer satisfaction and loyalty.

[Link], THIAGARAJAR SCHOOL OF MANAGEMENT 16

 When will the customers remember you/ your organization?
What are the CRM practices that you follow regularly?
How can you improve it?
Customers remember how you made them feel
Why CRM CRM helps in building lasting relationships
Matters for Repeat customers spend more than new ones
MSMEs survive on trust and familiarity
CRM isn’t just software—it’s a mindset
Loyalty starts with listening
 Customer Relationship Management

Know your customer better

Understand buying behavior and preferences

What is CRM?
Track, engage, and follow up consistently

Manual or digital—it’s about approach

Goal: Stronger, longer customer relationships

Who is my customer?
Primary Target Key Characteristics & Needs of How the Company Makes them
Company Name
Customer Definition this Customer Happy
- Guaranteed BIS 916 Hallmarking:
Pioneered and consistently uphold
916 hallmarking, ensuring trust and
quality. - Diverse Product Range:
- Demographics: Families with Offers a vast collection of designs
Middle to upper-middle- (7,000+ products) Savings Schemes:
disposable income, often
class families in Tamil Provides various gold saving schemes
purchasing for significant life
Nadu, seeking trusted, (e.g., Super Gold, Future Plus,
events. - Psychographics: Value
hallmarked, and diverse DigiGold) to help customers plan and
Thangamayil tradition, trust, purity, design
jewellery (gold, silver, save for purchases, protecting them
Jewellery variety, long-term investment. - from price fluctuations. - Excellent In-
diamonds) for festivals,
Behavioral: Often involve family in Store Experience: Focuses on
weddings, and
purchase decisions, prefer in-store convenient locations, accessible
investments, with a focus
experience, seek schemes for stores, pleasant ambience, and
on value and transparency.
savings. trained staff for a comfortable
shopping experience. - After-Sales
Service: Offers inter-showroom
services like repair and exchange
facilities.
Who is my customer?
Primary Target Key Characteristics & Needs of How the Company Makes them
Company Name
Customer Definition this Customer Happy
- Authentic & Consistent Taste: Known
for maintaining consistent, high-quality
traditional recipes for sweets and
savories, ensuring a familiar and
beloved taste. - Freshness & Quality
- Demographics: Families, Ingredients: Focuses on using fresh,
Locals and visitors in
individuals of all ages, both local high-quality ingredients, which is
Madurai seeking high-
residents and tourists. - paramount for perishable food items
quality, authentic, and
Psychographics: Value traditional like sweets. - Hygiene and Cleanliness:
hygienically prepared
taste, freshness, quality ingredients, Prioritizes cleanliness in its preparation
ZAM ZAM Sweets traditional Indian sweets,
hygiene, gifting culture, variety. - and retail spaces, crucial for building
savories, and bakery items
Behavioral: Purchase for festivals, customer trust in food products. -
for daily consumption, Attractive Packaging: Provides
celebrations, daily treats, and as
gifting, and special appealing and convenient packaging
gifts; often seek specific regional
occasions. options suitable for gifting and daily
delicacies.
consumption. - Customer Service:
Likely focuses on efficient service,
particularly during peak hours and
festive seasons, to manage high
Who is my customer?
Primary Target Key Characteristics & Needs of How the Company Makes them
Company Name
Customer Definition this Customer Happy
- Consistent & Authentic Taste: Known for
maintaining a consistent, high-quality
- Demographics: Broad appeal, from taste in its signature dishes like soft idlis
and variety of chutneys and sambars. -
Locals and tourists seeking individuals to families, all age Specialty Items: Famous for unique
authentic, high-quality, and groups. - Psychographics: Value offerings like Ghee Podi Idli and
hygienically prepared authentic taste, local culinary Jegarthanda (where available), creating a
South Indian breakfast and experience, hygiene, comfort food, distinct draw. - Hygiene and Cleanliness:
Murugan Idli Shop tiffin items (especially idli, quick and satisfying meals. - Emphasizes cleanliness in its premises,
dosa, pongal) at an Behavioral: Frequent repeat which is crucial for food businesses. -
affordable price, valuing customers, often visit for Quick Service & Efficiency: Provides quick
taste, consistency, and breakfast/brunch, enjoy specific service, especially for tiffin items, catering
to customers looking for a fast, delicious
quick service. signature dishes (e.g., ghee podi meal. - Accessible Locations & Ambience:
idli). Often has well-located and spacious
outlets, providing a comfortable dining
experience.
Who is my customer?
Primary Target Key Characteristics & Needs of How the Company Makes them
Company Name
Customer Definition this Customer Happy
- Wide Product Range & Top Brands: Offers a
comprehensive selection of consumer
electronics and home appliances from
leading national and international brands. -
Households (middle to - Demographics: Families, Competitive Pricing & Offers: Provides
upper-income) in Tamil homeowners, individuals setting competitive pricing, 0% interest installment
Nadu seeking a wide range up new homes, across urban and schemes, exchange offers, and attractive
of electronic appliances semi-urban areas. - seasonal gifts to make purchases affordable
(TVs, ACs, refrigerators, Psychographics: Value latest and enticing. - Extensive Branch Network:
Has a vast network of showrooms across
Sathya Agencies washing machines, technology, brand reliability, Tamil Nadu, ensuring accessibility for
mobiles) with reliable affordability, convenient customers. - Customer Delightedness
brands, competitive purchasing, good service support. Mission: Explicitly states a mission to
pricing, installment - Behavioral: Research products, "spread happiness... and to make you
options, and good after- look for deals/EMI options, expect delight by our valuable customer service,"
sales support. prompt delivery and installation. indicating a service-oriented approach. -
Post-Sales Support: Likely focuses on
efficient delivery, installation, and
addressing service requirements, which are
critical for electronics.
Who is my customer?
Primary Target Key Characteristics & Needs of How the Company Makes them
Company Name
Customer Definition this Customer Happy
- Rich Heritage & Craftsmanship:
- Demographics: Women, families, Emphasizes its legacy, respect for Indian
Brides-to-be, families, and
often purchasing for significant textile heritage, and collaboration with
individuals (across income
events like weddings, from skilled artisans across the country. -
segments, particularly Exquisite Collection of Silks: Specializes in
various socio-economic
middle to high-end) pure silk fabrics and handwoven sarees
backgrounds but with an
seeking high-quality, (Kanchipuram, Banarasi etc.) for weddings
appreciation for quality silks. -
traditional, and and festivities, appealing to customers
Psychographics: Value tradition,
Rajmahal Silks contemporary silk sarees seeking premium and authentic products. -
heritage, elegance, unique Blend of Tradition & Modernity: Offers both
and garments for
designs, quality of fabric, desire classical sarees and contemporary ready-to-
weddings, festivals, and
for a memorable shopping wear ethnic dresses to cater to evolving
special occasions, valuing
experience. - Behavioral: Often fashion tastes across generations. -
rich designs, authenticity,
involve family in large purchases, Commitment to Quality: Focuses on
and a premium shopping selecting high-quality fabrics and subjecting
spend significant time Browse,
experience. them to rigorous checks to maintain
seek personalized attention.
excellence. - Personalized
 CLV is total value from a customer over time

High CLV = better ROI

Focus on retention, not just sales

Core Idea –
Customer Loyal customers bring referrals
Lifetime Value
(CLV) Serve existing customers better

It’s cheaper to retain than acquire

CLV = Average Purchase Value × Purchase Frequency ×

Customer Lifespan
Entrepreneur Struggle – Common Issues
Hard to retain customers consistently
Sales spike but don’t sustain
No regular feedback or follow-up
Promotions not reaching right customers
Customers try once and disappear
CRM solves these pain points
Analyze,
Segment,
Engage,
Optimize

[Link], THIAGARAJAR SCHOOL OF MANAGEMENT 26

 •1. Define Customer Goals
Identify what you want to achieve: retention,
repeat purchases, referrals, etc.
•2. Collect and Centralize Customer Data
Gather data from sales, service, feedback,
WhatsApp, email, etc.
CRM- Road •3. Segment Your Customers
Group customers by behavior, frequency,
MAP value, and engagement level.
•4. Automate Communication
Set up reminders, thank-you notes, offers, and
follow-ups.
•5. Track Customer Interactions
Maintain history of calls, visits, service issues,
and purchases.
 •6. Analyze and Act
Use dashboards to identify drop-offs, top
customers, and trends.
•7. Run Targeted Campaigns
Send relevant offers or content based on
customer segment and timing.
•8. Collect Feedback Regularly
CRM- Road Use surveys or simple WhatsApp prompts to
know what works.
MAP continued •9. Measure ROI and Refine
Monitor conversion, retention, and campaign
effectiveness.
•10. Scale Gradually
Start with key features, then add loyalty
programs, referrals, etc.
CRM Roadmap for Murugan Idli Shop
1. Start with Core Promise: Consistent Taste
◦ Deliver the same taste every single time.
◦ Build customer trust by never compromising on the 4 signature chutneys and
traditional preparation.
◦ Taste becomes the CRM — customers remember how they felt.
2. Create Habit Through Familiarity
Keep the menu simple, familiar, and rooted in tradition — idli, Dosai,
pongal, paniyaram.
Maintain the same layout across outlets to make it feel like “home”
for regulars.
Consistency across locations becomes the relationship anchor.
3. Use the Counter Space as a CRM
Touchpoint
Cross-sell with trust-based products: idli podi, poondu podi
— known and used by regulars.
No push sales — only emotional reminders of the home
kitchen.
Build brand beyond the plate, into the customer’s home.
4. Leverage Location Loyalty
Outlets at highways and prime city spots reinforce routine visits —
daily commuters, travelers.
Customers associate the brand with reliability and quick service, not
marketing emails.
Location becomes a loyalty mechanism — “when I see it, I stop.”
5. CRM Through Human Touch
Friendly staff, fast service, clean tables — silent but
powerful engagement.
Small gestures like extra chutney or knowing a regular’s
favorite build emotional stickiness.
CRM happens through recognition, not registration.
6. Tradition as Retention Strategy
Position traditional dishes like paniyaram or sakkarai pongal as
nostalgic anchors.
Promote seasonal specials (e.g., millet pongal or navaratri sundal) to
renew visits.
Customers feel connected to culture — heritage becomes the CRM
tool.
7. Visual Identity as Brand Memory
Red uniforms, steel plates, banana leaves, the aroma — all
part of the CRM memory.
Without tech, the experience stays in the senses — a brand
that lives in taste, not transactions.
8. Build Long term Relations
If CRM is about building long-term
relationships, can a plate of idli and four
chutneys do more than an app notification?
Can tradition be your best customer retention
tool?
CRM – Road Map Template
1. Identify Customers
2. Capture Contact Info
3. Track Purchase History
4. Segment Customers
5. Communicate Regularly
6. Offer Loyalty Rewards
7. Get Feedback
8. Win-Back Lost Customers
9. Analyze and Improve
R- A – C - E

8/29/2025 [Link], THIAGARAJAR SCHOOL OF MANAGEMENT

8/29/2025 [Link], THIAGARAJAR SCHOOL OF MANAGEMENT
Easyfone- A [Link]
w

new product
introduction.

8/29/2025 [Link], THIAGARAJAR SCHOOL OF MANAGEMENT

 Reach

ACT
Imagine
yourself as a Convert
CMO of Easy
Phone Engage
8/29/2025 [Link], THIAGARAJAR SCHOOL OF MANAGEMENT
8/29/2025 NATARAJ, THIAGARAJAR SCHOOL OF MANAGEMENT
 DATA GENERATED PER SECOND
"it’s estimated that 1.7 MB of data will be created every second for every
person on earth."

[Link], THIAGARAJAR SCHOOL OF MANAGEMENT 43

 • Net Promoter Score (NPS)
• Customer Acquisition Cost (CAC)
• Customer Lifetime Value (CLV)
• CAC-to-CLV
Decisions to • Customer Satisfaction Score (CSAT)
• Customer Effort Score (CES)
be Data Driven • Customer Retention Rate
• First Contact Resolution
• Average Ticket Time

[Link], THIAGARAJAR SCHOOL OF MANAGEMENT 44

Net Promoter Score (NPS)
• NPS, short for net promoter score, is a metric that calculates how
likely a customer is to recommend your company or product.

How Likely will you

recommend our
Product to others?

[Link], THIAGARAJAR SCHOOL OF MANAGEMENT 45

Net Promoter Score., Contd.,
• Count the number of
promoters, passives, and
detractors you have, and
enter those numbers
• The percentage of
detractors is subtracted
from the percentage
of promoters to give an
NPS.
• Anything above zero is
good, while anything below
zero suggests you need to
make improvements

[Link], THIAGARAJAR SCHOOL OF MANAGEMENT 46

How to Get NPS Data
• To get the raw data, send out a survey to existing customers, asking
them to rate how likely they would be to recommend your product or
service to a friend or colleague.

[Link], THIAGARAJAR SCHOOL OF MANAGEMENT 47

 Customer Acquisition
Cost

• Customer acquisition cost, or CAC, is the amount of

money spent on sales and marketing required to
close a deal.
• It is calculated by summing a company's total sales
and marketing spend and dividing it by the number
of new customers.
• Companies can calculate CAC for a given time
period or all time, and is helpful to compare the
effectiveness of different marketing tactics and
strategies.
• A lower CAC is better, as it suggests your marketing
and sales teams are efficient and properly scaled.

[Link], THIAGARAJAR SCHOOL OF MANAGEMENT 48

Customer Lifetime Value
(CLV)
• Customer lifetime value equates to revenue an
average customer will provide a company
before they discontinue their patronage.
• simple CLV formula
• multiply average annual revenue by the
average lifespan of a customer.

[Link], THIAGARAJAR SCHOOL OF MANAGEMENT 49

 CAC-to-CLV

• This metric compares the customer's acquisition

cost to the revenue that customer will provide
over time.
• It helps businesses know if customers churn
before they start contributing profit to the
company.
• Support leaders can use this information to
discover if they need to invest more in customer
support tools if this is the case.

[Link], THIAGARAJAR SCHOOL OF MANAGEMENT 50

Customer Satisfaction
Score (CSAT)
• Similar to NPS, customer satisfaction score
(CSAT) measures how happy your customers
are.
• Enter how many responses each option
receives, and the CSAT will appear in the
labeled cell.
• If you run a survey from 1-5, 1-7, etc., leave
the cells outside the range of the scale blank

[Link], THIAGARAJAR SCHOOL OF MANAGEMENT 51

Run a survey asking customers
how satisfied they are on a sale
from 1 to up to 10.

How to get Data

for CSAT?

[Link], THIAGARAJAR SCHOOL OF MANAGEMENT 52

Customer Effort Score
(CES)
• Customer effort score (CES) is a metric to show
how much effort was required from customers
to solve a problem and/or find information
they're looking for.
• A high CES might suggest customers take a
long time to find the resources they need,
indicating your company may need a
knowledge base for easy problem-solving
documentation to be stored.

[Link], THIAGARAJAR SCHOOL OF MANAGEMENT 53

How to Get Data?

• You can prompt CES surveys

on customer
training/documentation
pages, after support phone
calls, on chatbots, or in
customer support emails.

[Link], THIAGARAJAR SCHOOL OF MANAGEMENT 54

Customer Retention
Rate
• Customer retention rate designates
the percentage of customers the company has
retained over a given time period
• High Retention Rate means you're keeping
most of your clients and customers happy.
• FORMULA
• Customers at the End of the Period- New
Customers Acquired in the Period)/ Customers
at the Start of the Period

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How to Get Data?
• Choose a specific period of time – one year, one month, all time, etc.
– and be consistent in entering the metrics from that time for
accuracy.

[Link], THIAGARAJAR SCHOOL OF MANAGEMENT 56

Why Companies want relationship
with Customers?

[Link], THIAGARAJAR SCHOOL OF MANAGEMENT 57

Retention Rate and Average Customer tenure

[Link], THIAGARAJAR SCHOOL OF MANAGEMENT 58

Customer Churn Rate

• Customer Churn Rate is a metric

used to see how many customers
have stopped coming to your
business or have cancelled their
membership, subscription,
or patronage.

[Link], THIAGARAJAR SCHOOL OF MANAGEMENT 59