Customers go quiet they just do. They may no longer buy a product or service, or they may have stopped interacting with the brand altogether.
But a business shouldn’t give up customers without a fight. Whether your customers have gone to the competition or just gone silent, they are worth your time and effort to woo them again. Here are five practical, easy to implement tips to engage dormant customers and expand your base of paying, active patrons.
Find Out Why They Have Gone Silent
There is a reason your customers are no longer interacting with your brand and uncovering the reason why is an important first step. One way to do this is to use online surveys and polls that are specifically crafted for this subsection of your business. Don’t be afraid to ask and be direct. This analysis will only make your business stronger.
Ask them what you could do better, how you could adjust your offerings, how you might better meet their needs, etc. Take the feedback seriously and make adjustments where possible. Then, let them know that their feedback was heard and implemented.
You might be surprised by how much goodwill this generates, and how the goodwill will bring them back.
Provide Them With Incentives
Some customers may require more than words to give you back their business. Offer them something your competitors can’t, such as discounts on key products or services, cash incentives, or personalized service.
Whatever you offer, make it unique to your business and valuable to your customers. If everyone in your market offers free shipping, for instance, that won’t get you very far. You’ll want to consider incentives that truly stand out. For example, you might want to offer re-activation bonuses or one-time deep discounts on your most popular products or services. Or, you might offer a free hour of personal consultation.
Your offer will depend on your business, what others in the space are doing, and what your customers need.
Show Them – Don’t Tell Them
Your dormant customers may have become disengaged if they didn’t achieve the desired results from your product or service. Show them the advantage of buying or doing business with you by communicating the successes / satisfaction of your active customers are experiencing. If, for instance, you are an online retailer offering personalized shopping tips, show them a handful of happy customer quotes about your service.
Use Social Networking to Connect Where They Are
Meet your customers on common ground. Don’t wait for them to come back on their own. When you survey them (step 1), determine what platforms they are using and begin to engage. Use social media to connect with them where they are. Everyday 450 million people use Facebook – I bet your customers are there too. If you are B2B, reach out on LinkedIn. Become a part of the conversation with relevant information. Here you could offer instructional content, discounts, promotions, links to related content or conversations.
Be Persistent and Proactive
Look for persistent ways to stay in front of disengaged customers. For instance, a browser app can keep you top of mind for every customer that downloads the add-on. Use apps to share everything from content, functionality, social media resources, chat, video, RSS, and more. Dormant customers might be attracted to the versatility and accessibility, and you can easily keep them engaged with news, special offers, customer successes, and more every time they go online.