How to win back customers that seem lost


There is a tendency to regard a lost consumer as a lost trigger. Following all, they have walked away from your service, so they don't like you, correct?

This turns out not to be the situation. Lost clients probably liked some of what you did, even if they didn't like all of it: they already know you, and probably you already know them. So why not attempt to win them back?

Obviously you will need to have a very clear understanding of why they defected in the first location, and (ideally) you should have a various win-back strategy for each kind of defection.

BellSouth Mobility is really a major cellphone operator in southern America. The cellphone business has a high churn rate, but BellSouth Mobility acknowledged that its rate was exceptionally high - so it set about revitalizing lost clients.

Following one or two failed attempts, the business hit on a winning formula: it identified the key reasons for defection, which were (1) BellSouth did something to upset me, (2) BellSouth wouldn't issue a credit for a failed call, (3) BellSouth gave free phones to new subscribers, but not to individuals renewing their contracts, (4) BellSouth wouldn't give present promotions (e.g., free calls) to existing clients.

Contracts for cellphones are renewed annually: BellSouth's first attempt was to mail 3,500 defected customers to tell them they could have a totally free phone and totally free calls if they switched back: the response was disappointing, with an average price of $800 for every consumer won back.

The business revised its method, this time contacting people who had defected 11 months previously, who would as a result be approaching the finish of their contract with the new provider.

Mailings were followed by a telephone call: this time around 10 percent of the lost customers returned, at a cost of $325 per returning customer. This was considerably much less than the price of recruiting new clients.

Develop your strategy around the real customer defection problems. Don't guess about these problems - research the problem by asking defected customers why they left. Communicate in a relevant way - you need to tell them that you know why they left, and also you are ready to make amends.

Test your method. Often what seems like a logical method to proceed turns out not to be - and then those clients are REALLY lost! Time your win-back strategy to coincide using the customer's capability to return.

Legal Disclaimer

Our website is not responsible for the information contained by this article. Webworldarticles.com is a free articles resource thus practically any visitor can submit an article. However if you notice any copyrighted material, please contact us and we will remove the article(s) in discussion right away.


This article was sent to us by: Leah Rogers at 01202011

Related Articles

1. What is brand identity and how to use prices for best profit
Brand identity Nestlé paid millions for Rowntree to get its hands on the brand names, Kit-Kat among others. Kit-Kat is one of the oldest UK chocolate bis...

2. Sell quality products and send a personal message to your customers
The quality Quality standards are de rigueur in many sectors now. Starting in the defence field with BS5750, quality standards now cover all manufacturing and m...

3. A few business marketing facts to consider
The objectives These should be readily measurable, specific and realistically attainable. You need to look at the short term (the next financial year) and the m...

4. Costs of marketing campaign you should expect
To many businesses marketing is an immeasurable and elastic activity, impossible to cost or budget. What do you include under the heading? The Christmas goodwill calend...

5. Advertising in newspapers and magazines is a good marketing strategy
Readership Before making your decision you need to get a media pack from the advertising department of the magazines. This will try to impress you with readersh...

6. Which advertising medium is the best for my business
Which media to choose? Many small firms are convinced that advertising is a waste of money. They have parted with a limited amount (but large to them), relying ...

7. Two important marketing aspects are packaging and sale
Packaging and point of sale For the small firm packaging can be an expensive nightmare. Despite the best efforts of environmentalists, packaging is still a vita...