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Ways of Regaining Lapsed Customers

When customers are dissatisfied, you're handed one of your biggest opportunities to surprise and impress them. Find out how with practical tips for wooing back lapsed customers.

Customer loyalty is the ultimate goal of marketing; regaining lapsed customers is a pretty big boon, too. What kind of things can you offer to woo customers back? Here are some ideas:

"We're offering a special introductory 'welcome back' discount to our former customers (or customers who haven't bought from us for x months)."
"We'd like to offer you membership of our 'Welcome Back' club" (explain the appropriate privileges).
Offer assurances that your products/ services and customer care are better than ever.
Thank them for their valuable feedback and the opportunity to improve your business. Assure them that you have fixed the problem that caused them to leave (communicating these things is all part of marketing; people like to think that they have helped to change your business for the better).
Offer a money-back guarantee of satisfaction.
Point out that you have expanded your products/services.
Explain that you offer value-added services (for instance, product plus back-up and skills training, plus follow-up)
You are now more competitive than ever because…(list the reasons)
You now have additional ways of reaching customers and/or enabling them to order from you, such as a new mail order service or a website. So that even if they have moved out of the area, they can still buy from you.

One businessperson actually sends a gift to customers who have complained about poor service, broken promises, etc., and reports very good results with this type of marketing because people are always startled to be rewarded for complaining. When talking or writing to dissatisfied customers, the script can be improvised but should follow these basic lines:
"Thank you for pointing out (the problem). Your feedback has actually been very valuable to me because it's allowed me to improve my business. Please accept this small gift as a token of thanks for your help. We've fixed the problem by (details of remedial action) and look forward to welcoming you back as a customer. Next time you come in, please ask for me. I'd like to thank you in person for your assistance and make sure you get top-quality service from us and our best possible price."
The tactic demonstrates that doing something out of the ordinary is the most effective form of marketing and can often result in pleasing business results.

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