For many companies, the question “Why have we lost the customer(s)”appears too late, as the customer has already left.
The reason for the customer decision is clearly in the past and has been caused by incorrect or even missing customer management (CRM).
Many customers do not make the decision based on product defects, quality, price or conditions – rather, the decision has been made emotionally and due to a lack of communication.
The interpersonal relationship was unsatisfactory for the customer as the customer felt beiing neglected or not taken seriously.
In order to be able to get the customer back, a recovery management should be implemented within the company.
This focuses exclusively on the following steps:
- Identification of lost customers,
- analysis of the causes of customer loss,
- definition of customer recovery measures,
- control and optimization of the measures initiated and
- further preventive measures to maintain customers.
After the analysis has been carried out and all key factors are known, the customer should be contacted.
- Arrange an appointment with the customer. Customer will fundamentally hesitate to negotiate the past again. He will react very emotionally and shown his displeasure regarding of past cooperation.
- Thorough preparation for the upcoming conversation with customers.
- The customer should be convinced and old discrepancies should be resolved in the mutual interest. It will certainly not be easy since the customer has already had negative experiences. „Why should it work differently now”?
- Emphasize the importance of this customer for your company and certainly address the failures of the past.
- Address conditions under which the customer would be willing to come back.
- Signal to customers that you are ready to take on a business that could benefit both companies.
After the positive return of customers, this topic should be communicated internally and required measures should be taken for the future to minimize or avoid similar situation.
