Kerry Gifford, a Senior Data Analyst from Mahomet, Illinois, has a knack for turning numbers into stories. He’s worked for a decade analyzing customer data, sales trends, and service metrics. But Kerry doesn’t just crunch numbers—he finds the human side of them. His philosophy is simple yet contrarian: Focus on customer retention, and profits will follow.
Kerry often shares a striking statistic: “A 5% increase in customer retention can lead to a 25-95% increase in profits.” He explains, “People underestimate the power of loyalty. It’s not just about keeping customers; it’s about earning trust over time.”
Why Retention Matters More Than Acquisition
Many businesses pour money into acquiring new customers, often ignoring the goldmine they already have. Kerry sees this approach as shortsighted. “It costs five times more to acquire a new customer than to retain an existing one,” he says. “Retention isn’t just cheaper—it’s smarter.”
Loyal customers bring more value over time. They don’t just make repeat purchases; they often increase their spending. Research supports this: repeat customers spend 67% more than new ones. Kerry notes that these customers are also more likely to recommend your business, creating a ripple effect of growth without significant additional investment. “Loyal customers do your marketing for you,” he adds.
Kerry believes companies overly focused on acquisition are leaving money on the table. They might win a new customer, but if they don’t prioritize retention, the effort is wasted. “What’s the point of bringing someone in the door if they leave just as quickly?” he asks.
He likens retention to a compounding investment. “The longer you keep a customer, the higher the return,” he explains. Over time, the relationship becomes more profitable because the cost of servicing a loyal customer decreases, while their spending increases. This dynamic creates a snowball effect, where the benefits grow exponentially.
Kerry’s advice is clear: shift some of that acquisition budget to retention strategies. Focus on building trust, personalizing experiences, and consistently exceeding customer expectations. “A small investment in retention can yield massive returns,” he says. “It’s the most overlooked growth strategy in business today.”
The Small Stats That Make Big Differences
Kerry’s career began humbly as a field service technician at Culligan of Mahomet. It was here, in the trenches of day-to-day customer interactions, that he discovered his passion for solving problems. “You’d be surprised how much a small adjustment can change everything,” he reflects. His role required not only technical expertise but also an ability to listen to customers and address their pain points effectively. This hands-on experience shaped his analytical mindset, which would later define his career as a data analyst.
Kerry recalls one transformative moment involving service calls. By analyzing response times and customer feedback, he identified a pattern: delayed service was the top complaint among customers. Acting on this insight, he recommended reducing response times by just 15%. The result? A 20% jump in customer satisfaction scores. “It’s a small tweak, but the impact was huge,” he shares. “Customers noticed, and they stayed.” For Kerry, this wasn’t just a win for the company—it was validation of his belief in the power of small changes.
This philosophy drives his approach to data analysis. Kerry emphasizes the importance of identifying what he calls “small stats” that can deliver outsized results. “You don’t need to overhaul everything,” he explains. “Focus on one or two key areas and watch the ripple effect.” Whether it’s streamlining a process, refining a customer touchpoint, or adjusting a pricing model, Kerry believes that small, targeted improvements can lead to significant gains.
Kerry also challenges the traditional approach many businesses take to metrics. “Too many businesses chase vanity metrics,” he argues. “Likes and clicks look good on paper, but they don’t pay the bills.” He’s quick to point out that not all data is created equal. While it’s tempting to focus on metrics that are easy to measure, he stresses the importance of actionable data—metrics that directly influence the bottom line.
Customer lifetime value (CLV) is one of Kerry’s favorite metrics. He believes it’s the ultimate measure of a company’s relationship with its customers. “If you know how much a customer is worth over their lifetime, you can spend smarter,” he explains. For Kerry, CLV isn’t just a number—it’s a roadmap for prioritizing customer retention strategies and aligning marketing spend with long-term goals.
Another metric Kerry champions is the Net Promoter Score (NPS), which measures customer loyalty by asking a simple question: “How likely are you to recommend our business to a friend or colleague?” For Kerry, the power of NPS lies in its simplicity and direct correlation with growth. “If your customers aren’t recommending you, you have a problem,” he says. “Happy customers bring in more customers.” He often uses NPS data to identify areas where businesses can improve their customer experience, ensuring that they not only meet but exceed customer expectations.
Kerry’s approach to metrics is both practical and human-centered. While he relies on data to guide decisions, he never loses sight of the people behind the numbers. “Data tells you what’s happening,” he says. “Empathy tells you why.” This balance of technical expertise and emotional intelligence has allowed Kerry to deliver insights that drive both profitability and customer satisfaction consistently.
By focusing on small stats that make big differences, Kerry has built a reputation as a problem-solver who sees potential where others see obstacles. His philosophy is a reminder that sometimes, the smallest changes can yield the biggest rewards.
Balancing Data with Empathy
Kerry’s approach isn’t just about numbers; it’s about the people behind them. “Behind every number is a person,” he says. “If you don’t understand what they need, the data won’t help.” For Kerry, data is the starting point, not the destination. It’s a tool to uncover patterns, but empathy bridges the gap between understanding the numbers and delivering solutions that matter.
One of Kerry’s most memorable examples involves a client struggling with customer retention. The data revealed a consistent trend: customers were leaving after six months. On the surface, the problem seemed clear, but the reasons were murky. While some analysts might stop at the numbers, Kerry didn’t. He conducted surveys, asking customers about their experiences, and even facilitated a few in-depth interviews to dig deeper. The feedback was consistent: customers felt neglected after their initial purchase. They didn’t feel valued beyond the sale.
“The solution wasn’t complicated,” Kerry recalls. “We introduced a simple follow-up call program and sent personalized offers tailored to their purchase history.” This small change had an immediate impact. Retention rates jumped by 30% within a year, and customer satisfaction scores also improved significantly. “It was about making people feel seen and heard,” Kerry explains. “The numbers guided us, but the human connection sealed the deal.”
Kerry emphasizes that this balance of data and empathy is key to creating lasting relationships. He believes businesses often overlook this simple truth in their rush to automate processes and scale operations. “Data can tell you what’s happening,” he says, “but empathy tells you why. Without the ‘why,’ your solutions will always fall short.”
His ability to humanize data makes him a trusted advisor for companies looking to improve customer experiences. “Empathy doesn’t mean ignoring data—it means using it to understand people better,” he says. “When you treat customers like more than just numbers, they stick around.”
Kerry also trains teams to adopt this mindset. He encourages them to think beyond metrics and KPIs, urging them to consider what customers actually want and how small adjustments can meet those needs. “Empathy isn’t soft,” he says. “It’s smart business.”
Mentorship and Giving Back
Kerry’s passion for data extends beyond his professional work. He is deeply committed to mentorship and community service. As a mentor with SCORE Decatur, he works with entrepreneurs to demystify the world of data. His goal is to teach them how to use data effectively without getting overwhelmed. “It’s not about having the fanciest tools,” he says. “It’s about asking the right questions and focusing on actionable insights.”
Through SCORE, Kerry has guided startups in diverse industries, from retail to tech. His practical advice—like how to track customer behavior or calculate lifetime value—has helped many fledgling businesses grow. But his mentorship goes beyond technical skills. He also emphasizes the importance of staying grounded and keeping the customer at the center of every decision.
Kerry’s commitment to giving back doesn’t stop there. He’s a firm believer in second chances. That’s why he donates business and self-help books to people in prison. “Everyone deserves a second chance,” he says. “If a book can inspire someone to change their life, it’s worth it.” He often chooses books that have influenced him, including titles on leadership, personal growth, and entrepreneurship.
For Kerry, this effort is personal. He believes education and self-improvement can open doors, no matter the circumstances. “It’s about planting a seed,” he says. “You never know how far it might grow.” This belief aligns with his overall philosophy: small changes can lead to big impacts, whether it’s in business, mentorship, or giving back to the community.
Final Thoughts
Kerry Gifford believes in the power of retention, small changes, and actionable data. His contrarian views challenge business owners to rethink their priorities. “Stop chasing shiny objects,” he says. “Focus on what really matters—your customers.”
In a world obsessed with growth, Kerry’s message is refreshingly simple: take care of the people you already have, and the rest will follow. His insights remind us that sometimes, the biggest wins come from the smallest stats.
