There are many reasons why a customer might disengage with your company. The customer may no longer need your products or services, they may have had a bad experience with your company, or they may prefer what your competitor has to offer. It is a lot less costly to reengage old customers than it is to go out and win new ones. Here are some strategies to help you re-establish a productive relationship with your former customers.
Find Out Why Customers Are Leaving
You need to take a hard look at where you are losing your customers. This is vital to finding out how you can increase customer loyalty and work towards reengaging your old customers.
The simplest way to figure out why your customers are leaving is by asking them. While this might not be your favorite thing in the world to do, it can give you a first hand perspective on how your customer feels.
Ask These Questions to Your Departing Customers:
- Have you experienced problems with our product or service?
- How can we improve our product or service?
- What can we do to win back your business?
- What is the one thing we should never stop doing?
Did you know that most customers leave, not because of some catastrophic event or failure, but because they perceive you as being indifferent to them? You must get to the nitty gritty and truly discover what your customers are thinking and feeling.
Create Useful and Relevant Content
If you consistently create useful and relevant content it will be hard for anyone, including your old customers, not to read it. Position yourself as a thought leader and offer content that is both interesting and compelling.
You can share your content with your old customers through email and social media marketing. Offer all of your customers (past and present) and your prospects an opportunity to subscribe to your blog.
Educate on New Product or Service Offerings
Your customer may have left because they were looking for another level of service, or different features or products. Make sure you educate your previous customers on all of the new and exciting offerings your company has. Your new innovations and expansions in product offerings might be enough to win them back! Always strive to keep your old customers up-to-date on how your can help.
Don't Give Up On Old Customers
Just because a customer stopped buying from you doesn't mean you should just give up on them. Have a plan in place to try and win back their business. Your plan should consist of a great lead nurturing campaign.
Start by segmenting off those customers who have become disengaged with your company. These customers should be receiving content aimed at building trust and re-establishing a relationship. It is important that you tailor your message to fit where these customers are in the buying cycle.
Your lead nurturing campaign should consist of a series of phone calls and emails that strives to reactivate your old customers in your sales funnel. Remember each customer is different and what might work for one may not work for another. Always make sure you tailor your message to the person you are speaking to and constantly reevaluate what's working and what's not working.
Reengaging past customers is a great way to increase your bottom-line. Winning past customers back does not happen overnight. It takes work, commitment and a plan. You have to be willing to ask yourself some tough questions, learn from your past and commit to do better in the future. While reengaging past customers isn't always easy it is worth it in the end.
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