So, you had a customer that used to come in regularly, but you haven’t seen them in a while.
Did you do something wrong? Have they moved on to a competitor? And how can you get them back?
Thanks to the ever-changing developments of technology, there’s still hope! A win back campaign can be the exact solution you’re looking for. If executed well, win back campaigns are proven to not only capture your idle customers’ attention, but to also encourage them to come back, or shop with you again online. Plus, you may have an opportunity to improve an aspect of your business via customer feedback.
- SEGMENT YOUR CUSTOMER BASE
- Sort your list by date, starting with transactions that are 30 days or older
- Consider doing an A/B test, trying out different offers to bring your lapsed customers back
- You can even segment your list by time length away, offering a richer offer the longer it has been
- DETERMINE YOUR METHOD OF CONTACT
- Will you send an email campaign?
- Maybe a direct mail piece?
- WHAT TO INCLUDE
- A personalized greeting with their name
- An incentive to return, like a discount or free item
- An option for the customer to provide feedback on why they’ve been away (sometimes they have just moved out of town!)
- SEND, THEN MEASURE YOUR RESULTS
- Did the customer return?
- Are you monitoring the feedback and making a phone call when applicable?
- Have you communicated any customer service issues with your team?
- Use win back campaigns regularly to maintain great customer service and frequent customer visits – one and done is definitely not the way to go
Don’t wait until it’s too late to win a customer back. Only one in 26 unhappy customers actually take the time to complain about a bad experience. The rest simply move on without ever interacting with your brand again. When executed correctly, it’s possible to deliver effective win back campaigns that resonate with customers who’ve been MIA for some time.
Ready to begin, but want help? Contact the Zephyr team in Kansas City to get started on your win back campaign today.