Reach Out to Former Customers
Last month, a networking group that I help manage contacted 18 former members to learn why they quit.
Three of the 18 said they quit for no particular reason. They just let their commitment lag.
Prompted by the phone call, they committed to resubscribe.
Three out of 18. That’s 17 percent. That’s pretty good.
Many of the 18 offered great feedback about why they quit. Leaders will use that feedback to improve the group.
One of the 18 expressed some frustration. She said she left the group six months ago. She asked, “Why did it take you so long to call me?”
We’ll take that feedback to heart.
All of the above adds up to one simple lesson: When you reach out to former customers, good things happen.
Some of them may return. In most cases, it’s much less expensive to win business back from a lapsed customer than to capture, nurture and convert a new lead.
Your business will grow stronger. Former customers will give you great feedback. Some of it may be invalid. Usually some of it is right on target
You’ll diffuse bitterness and back-biting. Customers (current or former) don’t like to be taken for granted.
That former group member who asked, “Why did it take you so long to call me,” felt neglected.
When you reach out to customers — even those who have left — you show you care. Those former customers may not come back, but they’re far less likely to harbor (or share) negative feelings about you. That’s especially important in the social media age.
Don't go away yet..
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