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How do you communicate with customers who want to leave?

How do you communicate with customers who want to leave?

This is the third article in our series on designing communications to match the stages of the customer life cycle. Read about Acquisition and Retention if you haven’t already.

 

Customers leaving.

It’s the last thing we want. But it happens, and we have to accept it as an inevitable part of doing business. So how can we make the best of a bad situation? How can we support customers during their exit, and also create opportunities to improve the relationship?

Leave with ease

As much as we want to hang on to customers, we have to make it easy to leave so that customers never feel trapped, and only stay as long as they want to. For those customers who need a different product, or something you can’t offer, there’s little point in trying to retain them by obscuring the exits.

Customers who leave are still potential ambassadors for your brand. Your business might not be right for them, but it might be right for their colleague. If you can provide a great experience when they leave, you improve your chances of earning future recommendations. Also, they’re more likely to return if the experience of leaving is positive.

Ask questions

Why are customers leaving? This information is incredibly valuable. This kind of feedback might identify problems with your service, flaws with your product, or threats from your competitors. While it may be too late to address problems for the customer in question, their feedback might help you prevent someone else from heading for the exit.

Remind the customer of your value

Some customers leave because they’re not getting value for money. And in some cases, that’s because the customer is not using every aspect of your product or service.

Try to weave messages into your customer communications, reminding people of the unique advantages that you offer, particularly if you offer benefits that none of your competitors can match.

Consider also those customers who might return. If you can leave them with a head full of the good stuff that you offer, then they’re more likely to contemplate coming back.

Offer alternatives

Do you have any other products or services that might suit the customer?

Perhaps they need a more powerful solution, or something with fewer features, or a service with a lower cost. Ask questions and, when appropriate, offer alternatives if you have something suitable.

You may be able to automate these communications by creating business rules. For example, customers leaving Service A could be offered Service D or Service E instead.

Time to reconsider

You may find that a handful of customers cancel their service, only to realise that they need it – or can’t find a better alternative. Let people know if you offer a reactivation period should they want to cancel their decision to leave.

Return journeys

Beyond the short-term, what do you offer customers who want to return several months – or years - later? Do you keep in touch with departing customers? If you send a cancellation text or email, can you include a discount code or a referral code?

 

Optimise your customer communications

Modern omni-channel communications are difficult to get right.

You have to deliver the right message, on the right device, often instantly – and it has to be relevant and personalised.

Our consultants can help you optimise your customer communications and setup your CCM solution so that you improve acquisition and retention rates while reducing customer churn.

Contact DocCentrics to discuss Communications Optimisation