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Re-engagement: the fourth stage of the customer life cycle

Re-engagement: the fourth stage of the customer life cycle

No matter how good our services and products are, customers will always leave. And some of those customers will later return.

How can your organisation communicate with those customers who have jumped ship – and entice them to return?

Reasons for leaving

The first thing to remember is that customers leave for many reasons – many of which have nothing to do with the quality of your offerings. For example, customers might leave because…

  • Temporary change of requirements
  • Request / demand by partner
  • Tempted by new provider / special offer
  • Admin error
  • Oversight

These are all reasons why a customer who has cancelled might still want to hear from you.

Similarly, customers who left because of a short-term issue (such as a problem with service continuity or a disappointing customer service experience) may well reconsider choosing your organisation once they have cooled off (especially if your offering is superior to the competition).

Even customers who leave because they believe your competitor is cheaper, faster, stronger or more effective may want to return if they discover the reality does not match the hype.

Keep in touch with departed customers

As you can see, there are plenty of reasons to keep in touch with departed customers. But what kind of messages are likely to tempt people back?

New features/products/services

Some customers leave because your widget doesn’t do what they want. This is why it’s important to regularly update current and past customers about the new features, benefits, products and services that you offer. Your latest update could be the perfect reason for customers to come back.


How do your products compare to your competitors? If you win awards, get glowing reviews or achieve higher customer service scores than your rival, make sure you shout about it.


Have you changed the way you handle customer queries? Or automated your customer service process? Or created a customer self-service portal for their communications? If you improve your business or your services in response to complaints or issues, make sure everyone knows about it.

Special offers

Customers who recently switched to the competition may not be satisfied with their choice, and may be looking for a route back. Offering discounts or special offers to tempt customers to return is always a good strategy.


Are your communications supporting great customer experiences?

At DocCentrics, we help organisations send powerful communications to thousands of customers every day. Our platform means you can create, manage and send communications to any channel from a single solution.

Want to know more about customer communications management (CCM) and DocCentrics? Get in touch for a no-obligation conversation about creating powerful customer experiences.


Read our other posts in this series on the customer life cycle:

Customer communications life cycle: acquisition

How can your communications help you retain customers?

How do you communicate with customers who want to leave?