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Customer Defection of Liberty Tax Services

In: Business and Management

Submitted By aburge1019
Words 2429
Pages 10
A CUSTOMER DEFECTION ANALYSIS FOR:
LIBERTY TAX SERVICE

Prepared By
Alexandra Burge
Teale Hocker
Anna Schoonover
Andy Ward

Presented to Dr. James Walker for
Strategic Marketing
February 27, 2013

TABLE OF CONTENTS
TABLE OF CONTENTS i
EXECUTIVE SUMMARY ii
INTRODUCTION 1 Background Information 1 Literature Review 2
METHOD 3
RESULTS 4
RECCOMENDATIONS 5
CONCLUSION 7
ACKNOWLEDGEMENTS 8
WORKS CITED 9
APPENDIX A 10
APPENDIX B 11

EXECUTIVE SUMMARY A customer defection analysis was carried out for Liberty Tax Service, referred to as Liberty Tax, to determine why customers had defected and provide recommendations on how to retain current and future customers. The analysis was based upon a survey performed on 20 of the 280 customers who had Liberty Tax perform their tax services in 2012 but did not return in 2013.
The results of the analysis were divided into controllable, and uncontrollable reasons that customers defect. Controllable reasons found included poor customer service (10%), speed of service (30%) and opting for an online or do-it-yourself tax service (35%). An uncontrollable reason was that customers were moving from the area (25%). The analysis showed that if Liberty Tax retained all the customers who defected in the last year for controllable reasons they would increase revenues by $50,400.00.
Finally, four recommendations to help improve retention and capture the lost revenues are given. It is recommended that employees receive more training and encouragement to help them see the value of customers and learn how to provide excellent service. It is also recommended that Liberty Tax add more qualified employees, reorganize processes and train employees to improve tax preparation speed. Finally, Liberty Tax is encouraged to offer more technology-based tax services to show a customer focus and increase customer loyalty. If

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