How do you deal with customer segments that have low engagement, satisfaction, or loyalty?

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Customer segments that have low engagement, satisfaction, or loyalty can be a challenge for any salesperson. They may not respond to your messages, give you negative feedback, or switch to your competitors. How do you deal with these segments and turn them into loyal and profitable customers? Here are some tips to help you improve your sales execution with low-performing segments.

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Ricardo Chang

| Strategic Business Manager | BDM | Sales & Commercial | B2B & B2C | Disruptive Innovator | Mentor
Géssica Gabriela Carlesso

Coordenador comercial e de marketing

1 Identify the root causes

The first step is to understand why your customer segments are disengaged, dissatisfied, or disloyal. You can use various methods to collect and analyze data, such as surveys, interviews, customer reviews, analytics, or CRM reports. Look for patterns and trends that reveal the pain points, needs, expectations, and preferences of your segments. For example, you may find that some segments are unhappy with your product features, service quality, pricing, or communication style.

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Géssica Gabriela Carlesso

Coordenador comercial e de marketing
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Em algumas empresas o setor de vendas é apoiado por Pós-Vendas ou Sucesso do Cliente. Neste caso, pode valer a penas ter a contribui??o destes times para identificar as causas de insatisfa??o dos seus clientes.

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2 Segment further

Once you have identified the root causes, you can segment your customers further based on their behavior, feedback, and potential. You can use criteria such as recency, frequency, and value of purchases, satisfaction and loyalty scores, churn rate, and referral rate. This will help you prioritize your segments and allocate your resources accordingly. For example, you may focus more on segments that have high value but low satisfaction, or segments that have low value but high loyalty.

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3 Tailor your value proposition

The next step is to tailor your value proposition to each segment based on their needs, expectations, and preferences. You can use different strategies to deliver value, such as offering discounts, incentives, rewards, or referrals, providing free trials, demos, or consultations, adding value-added services, features, or benefits, or creating personalized content, messages, or offers. For example, you may offer a free upgrade to a segment that is dissatisfied with your product features, or send a thank-you note to a segment that is loyal but has low value.

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Géssica Gabriela Carlesso

Coordenador comercial e de marketing
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Em muitos casos, o vendedor é a pessoa da empresa que tem maior contato com o cliente, mercado e concorrentes. Compartilhe as informa??es que você coletou com as áreas estratégicas da sua empresa, visando melhorias no posicionamento e nas entregas dos produtos.

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4 Engage and nurture

The final step is to engage and nurture your segments with consistent and relevant communication and follow-up. You can use various channels and tools to connect and interact with your segments, such as email, phone, social media, webinars, or events. You can also use automation, personalization, and segmentation features to optimize your communication and follow-up. For example, you may send a monthly newsletter to a segment that is engaged but has low frequency, or call a segment that is at risk of churn to offer a solution.

By following these steps, you can deal with customer segments that have low engagement, satisfaction, or loyalty and improve your sales execution. You can increase your retention, revenue, and referrals by providing value, building trust, and creating loyalty with your segments.

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5 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Ricardo Chang

| Strategic Business Manager | BDM | Sales & Commercial | B2B & B2C | Disruptive Innovator | Mentor
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?Reaviva la conexión! Primero, identifica sus puntos de dolor con encuestas y datos. Usa esa información para personalizar tu enfoque y ofrecerles soluciones que realmente les importen. Una experiencia mejorada puede convertir la apatía en interés renovado. Luego, muestra que valoras su relación. Implementa programas de fidelización o incentivos exclusivos, y comunícate de forma auténtica y constante. Escuchar activamente y actuar a tiempo transforma clientes distantes en aliados leales. ??

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Géssica Gabriela Carlesso

Coordenador comercial e de marketing
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A experiência de compra é um quesito muito importante na experiência e satisfa??o do seu cliente. Utilize ferramentas de CRM para de fato construir um relacionamento e anotar informa??es que lhe permitam personalizar as suas vendas.

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How do you deal with customer segments that have low engagement, satisfaction, or loyalty?

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3

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1 Identify the root causes

2 Segment further

3 Tailor your value proposition

4 Engage and nurture

5 Here’s what else to consider

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