Customer Retention Strategies to Use After You Have Lost a Valued Customer or Client!
If
your organisation is focused on customer acquisition and not retention, you are
missing out on a chance for regaining lost customers and attaining record
sales. Loyal customers are easily the most profitable. Customers who are
referred generate the best returns on marketing investment, too. A study by
Marketing Metrics even shows that companies had a 20 to 40% chance of regaining
lost customers, as against 5 to 20% chance of converting prospects to
customers.
Customer
retention strategies need to focus on winning back lost customers as opposed to
just looking to acquire new clientele. It’s definitely more cost-effective and
efficient to go after lost clients than build new prospects, and this is how
you can accomplish it:
- Understand Why You Lost the Customer
Analysing
customer behaviour is the key to understanding if they are likely to return to
the fold. Research suggests customers who referred other customers, or had
complaints resolved properly were generally the best option. Likewise, a
customer who saw the price as too high were more likely to return than a
customer defecting due to the poor customer experience. Customers that left
because of price and poor service both are unlikely to return. So, finding out
what led to losing the customer in the first place is an important customer
retention strategy.
- Focus on Solving the Problem
If
the customer has been lost because of mistakes made, one needs to find out how
to solve the problem, resolve the concern or respond to the queries. Fixing the
problem can restore your market reputation, as well. Tailoring offers and
incentives should definitely be part of your customer retention strategies. Most companies
looking to win back customers adopt a one-size-fits-all approach, which can be
really problematic.
The
same incentive may not work for all customers. Customers who left because of
poor service or customer experience might be harder to persuade than those with
price based issues, because in the case of the latter, a simple discount may
work. But for customers who left because of the poor experience, it is
essential to add value and offer upgrades on services or experiences. Tailor or
customise offers and incentives to customers in question based on reasons
cited.
- Choose a Strategy That Works
Customer
retention methods to win back valued clients depends on cost considerations as
well. The goal of winning back customers should be to improve business bottom
lines. Lost customers are more valuable than cold prospects. Studies also show
there’s a 60-70% chance of successfully selling to existing customers. Taking
on strategies that offer a great experience serve to create a better fit for
customers.
- Educate and Empower Your Customers
Educating
and empowering customers can be a way to bring them back to your store and
believe in your brand narrative again. Creating a marketing list for special
prospects and past customers is important. Educate and empower customers so
they choose your brand over alternatives. Focus on delivering on your brand’s
promise and nurturing your customer’s experience.
There’s
not a single business which has not lost customers. But it is definitely the
successful brands that excel at customer retention strategies to win lost
customers back. Pulling up customer profiles and using available information to
provide a way to reconnect with customers is also effective. Winning customer
service teams know how to fix client concerns. Communicating effectively
remains at the core of effective retention and as a business looking to
succeed, you must focus on gaining back lost customers because that is what a
winning brand does.