The Customer Journey, Part 6: Reactivate
Ok, so your customers are as lost as Tom Hanks on that island with Wilson. Unfortunately, unlike Tom, your customers aren’t building a raft and floating back into your revenue stream – its up to you to reconnect and win them back. But how are you going to do that?
Losing a customer can happen for a variety of reasons. Whether it was a price increase or a negative experience with your brand, that customer made the executive decision to cut ties, but that does not mean your customer is lost for good. As many would say, the first step in solving a problem is admitting you have one. Culling your customer list to determine which customers you have lost is the first step in winning them back. Identify those customers and – even more importantly – identify why you lost them.
A holistic understanding of the customer and what made them leave in the first place will help you win them back now. A customer does not want to reconnect with a brand that doesn’t seem to grasp their issues or ignored pain points. Recognizing the issues the customer had with your brand allows you to strategically communicate and highlight the benefits of your products and services. Following suit with the previous steps in the customer journey, a brand who understands the customer and takes the time to truly know the individual is a brand that will win them over – or win them again in this case.
Reconnecting with these customers requires your brand to open the channels of communication that your customer closed. While you should align your message across all touchpoints, engaging the customer through their preferred channel of communication increases the chances of reconnecting. OSG Email Marketing offers the ability to reach out to your lost customers and digitally open the door. Utilizing data-driven segmentation, OSG Email Marketing allows you to create targeted email campaigns with personalized, expertly crafted messages designed to win back a lost customer.
Once you have started the conversation it is up to you to demonstrate why the customer should come back to your brand and rebuild the customer relationship. Have you fixed a broken system? Reduced prices? Introduced new products that better suit your customer needs? Whatever the case, the door is open, and now is the time to keep the conversation going.