Recovering customers: the art companies need to master
Recovering customers is an art. And mastering it will make your company maintain a positive image. For this, it is necessary to apply some strategies. More than that, it is necessary to recognize the error and start an action plan focused on bringing this customer back.
No one likes to disappoint a customer and almost definitely compromise the relationship that has been established.
But when you make a mistake, you have to recognize it. Be humble, apologize and set out to get clients back.
That is to say: rather than stepping back when the going gets tough, you should be proactive and take action.
Fixing the relationship is critical to succeeding in any customer-facing role.
If you are successful in this mission, your relationship with this customer can be even stronger than it was before.
But, after all, how to recover customers that your company has lost? What needs to be done right away? And what is the step by step?
These are questions that we will start to answer from now on.
Stay with us.
Why is it important to recover lost customers?
The answer may seem obvious and directed towards “not losing money”. And yes, this is one of the reasons you should try to recover customers.
But we can go further.
Another benefit of this strategy is that it’s much easier to sell to someone you’ve already sold.
That person – or company – already knows your solution and has used it. And for one reason or another it ended up leaving.
It could be due to lack of customer service, support, price that went up or even a change in customer focus.
But if the mistake was made by you, it’s time to be humble, recognize and share how different things are now.
Also, recover clients helps you to recover the image you left scratched earlier.
If satisfied customers indicate and speak highly of you, dissatisfied ones are even more communicative.
So, imagine how many potential sales you haven’t lost because you disliked and weren’t concerned about the success of the customer in question?
This all has a much greater impact than simply not having the customer with you.
The cycle that works for good also works for bad.
Therefore, every effort to recover customers is worthwhile. Of course, as long as it doesn’t generate even more stress on your consumers.
How to recover customers in your company? See the step by step!
So how do you not only recover customers, but also improve a relationship that has been damaged?
Well, this requires a step by step step, obviously accompanied by internal improvements.
After all, you don’t want this mistake to happen again. And not even that other errors arise.
To help you in this mission, we have separated the necessary steps that will bring you closer to reversing this negative situation.
Assess what went wrong
The obvious first step is to assess what went wrong. You can’t start your quest to recover customers without understanding this, right?
Mistakes should not be seen as a moment of chaos, or to make the so-called “scorched earth”.
See them as a learning opportunity. Take a deep breath and ask yourself what can be learned from what happened.
For that, you have to talk to this customer who is leaving, who is churning .
It’s a difficult conversation with the other party – but one that must necessarily happen.
Yes, it is complicated to start it, but restart the process by listening. Listen and agree with what he will say, even if it doesn’t make sense to you at that moment.
To fix this relationship, you need to listen a lot more than talk. This will show that you are really willing and that you really want to know your opinion.
Determine the real problem
This item is directly linked to the previous item. Here, it’s time to get your hands dirty to get the answers you sorely need.
Asking questions helps clarify what your customers see as the real problem you’re leaving for.
It may vary from what you think may have been the cause, or causes, for that dropout.
Again: is this moment painful? Yes it is. But necessary. So make it profitable.
In addition to getting the technical answers, which are about the problem itself, get the emotional answers as well.
How did they feel about the error?
When you manage to get on an emotional level with your customer after an issue, they both end up on the same level, coming from a place of vulnerability.
And that’s where you plant the seed that, if worked well, will rebuild this relationship on a stronger foundation later on.
But what kind of questions will prompt you to have these emotional responses?
Use a technique used by your salespeople: open-ended questions .
This will allow you to discover the problem by getting them to talk and express themselves regularly.
Recognize and reframe
The next step is to recognize what went wrong – and communicate it to your customer.
You can do this by rephrasing/redoing what they said to show that you really listened to them and understood the importance of it.
Getting involved (listening and applying) is an exercise in empathy. Putting yourself in the other’s shoes is essential in this mission.
Always use “we” to refer to something. The company is a collective construction and you cannot speak as if you were excusing yourself from the blame.
At the same time, you show that everyone is committed to rethinking what went wrong.
Improve processes and people
Empowering your team is always necessary. Ongoing training ensures that it is always in line with market and customer requirements.
When problems arise, then that task becomes even more important – even urgent.
Therefore, applying agile methods is a good practice within organizations. The SCRUM methodology can be a good idea.
This way, you always guarantee tangible deliveries and maximum day-to-day productivity.
This will obviously be reflected in the final delivery, always ensuring the focus on the customer and providing them with the best possible experience.
Plan the rebuilding of trust
The damaged relationship with the customer means damage to the trust and daily work that one had previously.
Especially if we’re thinking of a big account that ended up churning, for example.
So, the best way is to start from scratch and refine. Ask yourself: what can customers expect from us going forward?
The right thing is: Always reassure your customers that you are working to improve the processes that led to the problem.
As you progress and reconnect in a positive way, ask your current customers for feedback and see what they think of the improvements.
Yes, these are customers who are not affected by the issue, but who can benefit from the enhancement you’ve created.
Then create an action plan to try to win back customers. How will you approach them?
Show that you have an actionable plan – already in place – about how things will (and already are) different in the company.
Explain how you identified and fixed the problems and you can ensure that this will not happen again.
Patience, focus and organization
Well, you need to have this item clear so you don’t get frustrated and (again) the customer: you’re not going to fix the relationship overnight.
But, of course: make sure that whenever you contact this customer with the aim of bringing them back, you are generating value.
In these cases, creating value is talking about business. About how your solution is better prepared to receive the demands it has.
Also redeeming the positive points that made this customer trust you back there.
Take all mistakes made with experience, as learning and as an opportunity for improvement.
Technology Helps You Recover Customers
The mission of recovering customers becomes more assertive when you have technology within your processes.
The digital transformation long ago has become a necessity for all companies.
When we talk about recovering customers, then, technology is your strategic ally.
That’s because, you can use your CRM and configure, among different types of funnel , a specific one for customer abuse (or churn, or cancellation).
The name does not matter, but the function: before simply losing them, you need to try to retain customers.
Configure the necessary steps for you to contact them, negotiate and seek a solution before cancellation.
If the loss is inevitable, that’s fine. Talk to him, understand the whys and record everything.
Leave the customer’s history saved in the opportunity and also in the customer base and continue relating to it.
In what way?
Marketing helps the mission
You cannot bother him. But you don’t need to discard it either. Once you’ve missed the opportunity in the funnel, set up an automatic action.
After triggering this trigger, make this customer, in your marketing automation platform integrated with your CRM, to be on a canceled list.
And, for this list, maybe send your weekly newsletter, with good content, reminding you that you are still a reference in what you do.
That the problem was something punctual, a slip. And monitor the actions of this lead . If he unsubscribes, well, he really doesn’t care about you right now.
But if not, if it remains, keep an eye out. See if he opens your emails. If you click on your links. Your materials are downloaded.
As his lead scoring goes up, well… maybe it’s time to approach him by following the steps we’ve mentioned above.
But this will only be possible with technology. It is she and she alone who will show you whether or not the customer is willing to resume a conversation with you.
So, how can we help you?
If you have questions about the article or want to learn more about technology to recover customers, talk to a consultant right now.
Enjoy and read two articles that will help you always generate value for your consumers.
The first one brings tips on how to have excellent service at all times in your company.
The second talks about the importance of having a proactive customer success area .