How to Re-engage Cancelled Customers
Winning new customers is clearly vital in order to grow your business but what about past customers who have left you? Re-engaging customers who have cancelled their product subscription or stopped using your online service is just as important. Here are a few ways in which you can tempt past clients back to your site.
Most companies have a survey form on their cancellation page but it can often be more effective to email customers to ask for more feedback. Find out why they cancelled and ask for their suggestions as to how you could improve. As well as the valuable feedback they can provide, you will be sending them the message that you do care about what they think. Thank them for their time and keep your survey short.
This contact will leave them with a good final impression of your company. They may even return to use your service or product in the future, purely because of this last contact.
Make sure that your subscription or sales side of the business is not disembodied from the community. Communities should feed your funnels and keep them full. When a customer cancels, email them to thank them for their time, link to a feedback form and encourage them to be a part of your community. Remind them of the benefits; resources, education and updates on your company and product and tell them how much you would value their input.
Win-back promotions work. Email your cancelled customers inviting them to use the product or service again at a much reduced price or some other incentive. Although this strategy does work, it’s important to remember that customers re-engaged through this route are likely to be your least loyal, so don’t hurt yourself too much with the incentives you offer.
Loyalty Program or Campaign
One of the most effective ways of persuading a cancelled customer to re-engage with your company is to encourage them to join a loyalty program which offers them a new way to benefit from your brand.
There are a number of ways in which you can do this; email campaign, some kind of on-site or mobile experience. Once the customer has joined the loyalty program, they will pay more visits to your site, explore the content and take advantage of relevant and unique incentivised rewards.
These are really good ways to re-engage lapsed customers. Who knows, they may even go on to become one of your most loyal clients and valued community contributors.