Forrester Research conducts an annual consumer satisfaction survey called the Consumer Experience Index.In the survey, they ask customers to rate their experiences with various companies from 1 (very bad) to 7 (very good).When collecting the data, they categorize the responses into three groups:Group A (champions)—clients with a score of 7.Group B (positives)—clients with scores 4 – 6.Group C (negatives)—clients with scores 1 – 3.When presented with this data, companies either attempt to eliminate the negatives (turn 1 – 3s into 4s or higher) or elevate the positives (turn 4 – 6s into 7s).Which is a better strategy?On almost every performance metric, spending time and effort on “elevating the positives” produces better results.In fact, Forrester estimates that companies earn 9 times more revenue by “elevating the positives” than by attempting to “eliminate the negatives.”Is it possible this consumer retention principle would also apply to agent retention? I don’t know of anyone who has specifically researched this topic, but I suspect it would.Since you only have a limited amount of time to spend on retention, dedicate it on trying to convert your positives into champions.It will produce a better return than trying to save your negatives.