On the surface, losing one regular customer might not seem like a big deal. This is especially when you’ve got more business than you can handle. However, at least 40% of your revenue comes from repeat customers. Repeat customers also make the best brand ambassadors. Therefore, ensuring they keep giving you business is vital for success. These realities have business owners paying close attention to lost customers. And they have been exploring ways as a part of their customer winback strategy to get them back.
1. Get in Touch With Your Customer
A lot can happen in a physical business establishment when you’re not looking. For example, your customer service staff might drop the ball on a busy day. Or, you might have been too tired the previous night to restock a repeat customer’s favorite product. If you haven’t seen your regular customers in a while, consider calling or sending a text message or email.
The best way to start the conversation is to be upfront and letting them know why you’re contacting them. Find out why you haven’t seen them in a while. The reason they haven’t done any business transactions with your company may have nothing to do with you. But if it does, being upfront can help you find out right away.
2. Admit Your Mistake and Apologize
Customers need to feel that companies care about them. Simply apologize in case you find out that a customer stopped giving you business because of a mistake made by you or your employees. Making excuses or getting defensive can be a real turn off to customers. However, being humble and asking for their forgiveness and business once more can have the opposite effect. The fact that you cared enough to acknowledge a mistake and apologize may inspire them to re-engage with your company.
3. Re-target Online Shoppers
Figuring out why you lost an online customer can be a bit tricky. If your website insights show that a customer who once gave you business suddenly stopped, you might first reach out by email. Online shoppers respond well to offers. So including a coupon or discount code along with the email may bring them back to your business.
You might be dealing with an abandoned shopping cart. This happens when customers fill their online shopping cart with products but do not complete the transaction. In such a case, you might launch a re-targeting campaign. So what’s re-targeting?
Put simply, when a customer visits your website, a small piece of code drops into their web browser. This code is set up by your website developer. Then, when you set up a re-targeting campaign, the customer sees ads for your company on other websites they visit. Showing lost customers customized ads featuring products they were shopping on your website has proven an effective way to win back their business. Companies such as Adroll and Vserv specialize in re-targeting ad campaigns.
4. Recommend a Fix
Solving a customer’s problem is an effective way to win back their business. For example, a regular customer has been buying a certain type of cooking oil you sell. He stopped coming to your shop because you’ve been out of stock for a while. Once you find out about the customer’s problem, you might offer a comparable brand that’s just as good. You can even sweeten the deal with a small discount to encourage them to try it.
Making things right with customers that stopped giving you business is vitally important for the future of your business. For this reason, it’s important to make promises that you can deliver on. The sooner a lost customer starts giving you business again, the sooner you can start impressing them with your latest offerings.