Churn - the undoer of marketing
Graham Cross, Llandudno, North Wales
Commercial wisdom maintains that it is more economical to keep customers than to find new ones. However it is a matter of experience among translators that customers go away despite efforts to hold onto them. This presentation examines some of the reasons why customers are lost through no fault of the translator, and presents statistics based on thirty years of commercial experience to provide an indication of what churn rates can be expected.
Graham Cross BA, MSc, FITI is a freelance technical and legal translator based in North Wales working from the Latin languages to English. He is a past Chairman of both the North West Translators Network and the Institute of Translation and Interpreting.