The Lost Customer
Embark on a quest to win them back!
Your storefront is in a good location, you sell what you consider to be a quality product and your customers seem generally pleased with you. You feel like you are doing all the right things yet traffic is decreasing and your sales are shrinking with each passing year.
It can leave you feeling quite confused and wondering where you went wrong. Alas, do not fret. All is not lost! You can still turn things around. The first thing you need to do is understand why your customer left you. Surveys and focus groups can help you gain insight and get to the root of the problem. If your customer base is small, it may be better to speak to each customer individually. You’d be amazed at how many companies don’t take the time to listen to their customers.
What you need to know from your vanished customer:
- Why are they no longer using your product/service?
- Were they persuaded to use a product/service similar to yours?
Once you discover why your customers left, you need to focus on winning them back. Ask them what it would take to give you a second chance and win back their business. What do they want? If an apology is in order, than by all means, apologize. Don’t be afraid to admit your mistakes.
“Your most unhappy customers are your greatest source of learning.” -Bill Gates
During your uncovery, some of your vanished customers might open up and voice their distaste about something they’d decided not to mention. Complaints are like a gift. This is your chance to prove to your customer that they matter to you. Handle the situation well and the once displeased customer will become a messenger of praise for your business.
When was the last time you reached out to a customer for criticism?
Morty Silber, CEO
Mad Strategies Inc.
a Wizard of Ads Partner