Customer Retention: Keep ’Em And Hold ’Em

He notes that 99 percent accuracy in order fulfillment is considered good for many marketers. But because his continuity business ships up to 13 times a year to some customers, he’s quick to add that a 99 percent accuracy rate actually means up to 15 percent of his customer base has had a problem in the past year. “So we’ve put in place a bunch of systems to get our quality level up to about the 99.9 percent range,” he says, “and that takes a lot of commitment.”