Your customer’s reason for defection can offer valuable insight on whether or not she will make a good winback prospect. A customer’s reason for defection can offer tons of information on why she left, whether you want her back, and if you do, what to do about it. There are five categories of defection with lost customers: Intentionally pushed away, unintentionally pushed away, pulled away customers, bought away customers, and moved away customers.
- Your customer's reason for defection…can offer valuable insight on whether or not…she will make a good win-back prospect.…Why?…Because a customer's reason for defection…can offer tons of information on why she left,…whether you want her back,…and if you do, what to do about it.…Here are five defector categories.…Number one, intentionally pushed away.…The unreasonable demands of unhappy customers…can consume excessive resources…and wreak havoc on employee morale.…
Herb Kelleher, former co-founder and CEO…of Southwest Airlines, famously put it like this,…"The customer is sometimes wrong.…"We write to them and say, fly someone else.…"Don't abuse our people."…Number two, unintentionally pushed away.…These are the customers you want to keep…but for some reason they walked away.…These customers fall into several subcategories.…
They experienced several late deliveries,…you shipped them the wrong thing,…you've increased prices without much advance warning.…Any combination of these can send…good customers out the door,…
Jill shows that customers defect for one of five reasons: (1) intentionally pushed away, (2) unintentionally pushed away, (3) pulled away, (4) bought away, or (5) moved away. She also outlines which of these customers are the easiest to win back—and how to say "sorry" in a way that will resonate.
- Why winning back customers is crucial
- How customers say goodbye
- The five types of lost customers
- Running a lost customer campaign