Jill Griffin describes a case study from her own personal experience where a large customer was lost and won back. When customers leave, businesses must prepare a re-contact strategy, design a powerful "come back" offer, and determine the key actions to take when lost customer returns.
- Years ago, I was the marketing and sales director…for an all-suite startup hotel company…with locations in Texas.…Our competition was fierce.…We lost the American Honda account,…which represented $40,000 in annual sales…for our property near the Dallas/Forth Worth Airport.…But we won it back, and here's how.…My ace sales rep, Rich Caverts, contacted the…decision maker at Honda and asked,…"What can we do to win back your business?"…The Honda exec outlined the problems that influenced…the company's decision to leave us and told…Rich not to call back until each and every one…of the problems had been corrected.…
Our hotel went to work.…From changing transportation procedures…and upgrading the amenities we offered…to streamlining billing procedures and creating…customized hotel check-in information.…We met Honda's requirements, and we won back the business.…Here's what this customer win-back taught me.…Number one.…Start with what can we do to win back your business,…and make sure you ask honestly so your customer…
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