Retrieving customers is an art. And mastering it will make your company maintain an always positive image. For that, it is necessary to apply some strategies. More than that, it is necessary to acknowledge the mistake and move on to an action plan focused on bringing this customer back.
Nobody likes to disappoint a customer and almost definitely compromise the relationship that had been established.
But when you make a mistake, you need to recognize. Be humble, apologize and go for a plan to recover customers.
This means: instead of walking away when the going gets tough, you must be proactive and take action.
Fixing the relationship is critical to success in any customer-facing role.
If you succeed in this mission, your relationship with that consumer may become even stronger than it was before.
But, after all, how to recover customers that your company lost? What needs to be done immediately? And what is the step by step?
These are questions that we will start to answer from now on.
Stay with us.
Why is it important to recover lost customers?
The answer may seem obvious and directed at “not losing money”. And yes, this is one of the reasons why you should try to recover customers.
But we can go further.
Another benefit of this strategy is that it is much easier to sell to someone you have already sold.
That person – or company – already knows your solution and has used it. And for one reason or another he ended up leaving.
It may be due to lack of customer service, support, price that has gone up or even a change in customer focus.
But, if the mistake was made by you, it’s time to be humble, acknowledge and share how things are different now.
In addition, recovering customers helps you recover the image you left scratched earlier.
If satisfied customers indicate and speak well of you, dissatisfied people are even more communicative.
So, imagine how many possible sales you missed because you disliked and were not concerned with the success of the customer in question?
The cycle that works for good also works for evil.
Therefore, every effort to recover customers is worthwhile. Of course, as long as it does not generate even more stress on your consumers.
How to recover customers in your company? See the step by step!
So how do you not only recover customers, but also improve a relationship that has been damaged?
Well, this requires a step by step, obviously accompanied by internal improvements.
After all, you don’t want this mistake to repeat itself. And not even that other errors arise.
To help you in this mission, we separate the necessary steps that will bring you closer to reversing this negative situation.
Evaluate what went wrong
The first and obvious step is to assess what went wrong. You can’t start your mission to recover customers without understanding this, right?
Mistakes should not be seen as a moment of chaos, or to make the so-called “scorched earth”.
See them as a learning opportunity. Take a deep breath and ask yourself what can be learned from what happened.
For this, you have to talk to this client who is leaving, who is churning.
It is a difficult conversation with the other party – but one that must necessarily take place.
Yes, it is complicated to start it, but restart the process by listening. Listen and agree with what he will say, even if it doesn’t make sense to you at that moment.
To fix that relationship, you need to hear much more than talk. This will show that you are really willing and that you really want to know your opinion.
Determine the real problem
This item is directly linked to the previous item. Here, it’s time to get your hands dirty to get the answers you need so badly.
Asking questions helps to clarify what your customers consider to be the real problem you’re leaving for.
It can vary from what you think may have been the cause, or the causes, for that withdrawal.
Again: is this moment painful? Yes it is. But necessary. So, make it profitable.
In addition to collecting the technical responses, which are about the problem itself, also obtain the emotional responses.
How did they feel about the error?
When you manage to enter an emotional level with your client after a problem, both end up staying at the same level, coming from a place of vulnerability.
And this is where you plant the seed that, if worked well, will rebuild this relationship with stronger bases later on.
But what kind of questions will lead you to have these emotional responses?
Use a technique employed by your salespeople: open-ended questions.
This will allow you to discover the problem by having them talk and express themselves regularly.
Recognize and reformulate
You can do this by rephrasing / redoing what they said to show that you really heard it and understood the importance of it.
Getting involved (listening and applying) is an exercise in empathy. Putting yourself in the other’s shoes is essential in this mission.
Always use the “we” to refer to something. The company is a collective construction and you cannot speak as if you are exempting yourself from guilt.
At the same time, you show that everyone is committed to reformulating what went wrong.
Improve processes and people
Empowering your team is always necessary. Continuous training ensures that it is always in line with the demands of the market, of customers.
When problems arise, then, that task becomes even more important – even urgent.
Therefore, applying agile methods is good practice within organizations. The SCRUM methodology can be a good choice.
Thus, you always guarantee palpable deliveries and maximum productivity on a daily basis.
This will obviously be reflected in the final delivery, always guaranteeing a focus on the customer and providing him with the best experience possible.
Plan to rebuild trust
The damaged relationship with the customer means damage to trust and to the daily work that was previously done.
Especially if we think about a big account that ended up churning, for example.
So, the best way is to start from scratch and refine. Ask yourself: what can customers expect from us going forward?
The truth is: always guarantee your consumers that you are working to improve the processes that led to the problem.
As you progress and re-engage in a positive way, ask for feedback from your current customers and see what they think of the improvements.
Yes, they are customers who have not been affected by the problem, but who can benefit from the improvement you have created.
Then create an action plan to try to recover customers. How will you approach them?
Show that you have an actionable plan – already underway – about how things will be (and are) different in the company.
State how you identified and corrected the problems and can ensure that this will not happen again.
Patience, focus and organization
Well, you need to have this item clear so as not to be frustrated and not (again) frustrate the customer: you will not fix the relationship overnight.
But, of course: make sure that you, whenever you contact this customer seeking to bring him back, are generating value.
In these cases, generating value is talking about business. About how your solution is better prepared to meet the demands it has.
Also redeeming the positive points that made this customer trust you back there.
Take all mistakes made with experience, as learning and as an opportunity for improvement.
Technology helps you recover customers
The mission of recovering customers is more assertive when you have the technology within your processes.
When it comes to recovering customers, then, technology is your strategic ally.
That’s because, you can use your CRM and set up, among several types of funnel, a specific one to destroy customers (or churn, or cancellation).
The name does not matter, but the function: before you simply lose them, you need to seek to retain customers.
Set up the necessary steps for you to contact them, negotiate and seek a solution before cancellation.
If the loss is inevitable, that’s fine. Talk to him, understand the whys and record everything.
In what way?
Marketing helps in the mission
You cannot tease him. But you don’t have to discard it either. Once you’ve missed the opportunity in the funnel, set up an automatic action.
After this trigger is triggered, make this customer, in your marketing automation platform integrated with your CRM, be on a list of canceled.
And, for this list, send who knows your weekly newsletter, with good content, reminding you that you are still a reference in what you do.
That the problem was something punctual, a slip. And monitor the actions of this lead. If he unsubscribes, well, he really doesn’t want to know about you right now.
But if not, if it remains, keep an eye out. See if it opens your emails. Click on your links. Download your materials.
As his lead scoring increases, well … maybe it’s time to approach him by following the steps we mentioned above.
But that will only be possible with technology. It is she and she alone who will show you whether or not the customer is willing to resume a conversation with you.
So, how can we help you?
If you are unsure about the article or want to know more about the technology to recover customers, talk to a consultant right now.
Enjoy and read two articles that will help you to always create value for your consumers.
The first brings tips on how to have excellence in service at all times in your company.
The second talks about the importance of having a proactive customer success area.
A hug from CWT, your CRM. #RunCWT