Marketing tip of the month: winning back lost customers
Plus, it is pertinent to your business’s reputation that you at least attempt to get back in touch with former customers. In this post, we’ll offer four tips on how to attract customers that you previously served. Hopefully, with these customer winback efforts, you’ll be able to earn back these clients’ business.
1. Offer a special discount – People love to save money, plain and simple. That’s why a strong customer winback tactic is emailing past patrons and providing them with an exclusive coupon code. If they have simply forgotten about your business, this will be a reminder that could convince them to become a customer again. And if pricing is the reason that you’ve lost their business, the discounted price might be what brings them back!
2. Start a conversation – Are you wondering how to attract customers you no longer serve, without seeming too overbearing? Try engaging these ex-customers by beginning a discussion about a significant topic in your industry. This could be over email or phone; the purpose of this technique is to earn the individual’s trust and start a dialogue. Find out what is important to them, and see if you can provide a solution to their problem.
3. Ask them to fill out a survey – It can be valuable for your business to find out why you lost a customer. There could be a specific mistake that you’ve been making that is alienating customers, or perhaps they feel that you aren’t providing options that fit their needs. Sending a concise survey that won’t take up too much time can be a productive way to receive feedback from previous customers. Ideally, you’ll be able to review their answers and revise any policies or options that aren’t benefiting your customer base. Once you’ve done this, you should let survey participants know that you took their responses to heart and made the necessary changes.
4. Make them feel valued – Don’t be afraid to tell your former customers that you miss them! Send them an email telling them that your business has noticed their absence and wants another opportunity to serve them. Winning back lost customers through this method will also require that you use personalization, such as including the customer’s name, or a previous product or service they purchased. Hopefully, you have a customer relationship management (CRM) platform where you can easily find this information. Once you’ve incorporated personalized fields, you’ll be able to make each and every past customer feel like their patronage matters to your business.
Winning back lost customers might seem impossible, but don’t get discouraged. If you don’t try these approaches, you won’t have a chance at re-engaging past customers. Plus, remember, that gaining back these individuals’ trust could increase your referral numbers. If these customers begin working with you again, they’ll be more likely to suggest your products or services to their friends.
Has your business successfully regained past customers? Let us know how you did it in the comment section below.
Editorial Note: Any opinions, analyses, reviews or recommendations expressed in this article are those of the author's alone, and have not been reviewed, approved, or otherwise endorsed by any of these entities.