Re-engage customers!
I was thinking about this problem in the organisational context after seeing this LinkedIn question:
Your Client Has Lost Interest After a Purchase. How Can You Re-engage Them Effectively?
Many companies encounter the frequent and difficult problem of client disengagement. We frequently fail to meet our customers' expectations when it comes to their level of engagement after making a purchase. A client's interest might wane for several reasons, including but not limited to unfulfilled expectations and inadequate follow-up. The chance to reconnect with these customers, nevertheless, is not gone. In this article, we will discuss the reasons customers may lose interest and, more significantly, the specific steps that companies may take to reawaken their passion.
The Reasons Customers Stop Being Involved
When customers stop caring, it's usually because of more than simply the service or product they purchased. Dissatisfaction between expectations and experiences causes many customers to lose interest. At times, the customer could feel that they aren't getting their money's worth, or they might not realise all the ways your service or product helps them. Furthermore, it is common for customers to merely want consistent contact and periodic reminders of the reasons they first selected your brand.
Consider the well-known at-home exercise company Peloton. The business began sending out interesting emails and pushing alerts to get consumers back to the community side of Peloton when they saw that some customers lost interest after the first purchase. They emphasised the larger Peloton community, offered suggestions for new programmes, and displayed data regarding the user's progress. More people were using the Peloton platform because the company figured out how to get people to keep engaging by highlighting the benefits they might get from using it.
Designing a Plan to Re-Engage Customers:
It is essential to have a personalised and methodical approach in place to re-engage customers. Think about how customised re-engagement techniques might meet the specific requirements of various customer groups instead of using a cookie-cutter approach. First things first: watch customer activity to see when and why interest usually starts to wane. You can deal with any problems before customers completely lose interest by using a data-driven strategy to identify when they are most likely to disengage.
Picture this: a software as a service (SaaS) firm. Through observation of user actions, they deduced that the first three months after purchase were the most critical for customer retention. In response, they instituted a system of check-ins at 30, 60, and 90 days into the onboarding process. Personalised tutorials, product updates, and success stories were given at each level to demonstrate to consumers the full potential of the platform. By concentrating on improving the experience early on, they were able to increase customer retention via this proactive method.
Improving Value via the Use of Follow-Up Communication:
Careful follow-up correspondence is a tried-and-true method of re-engaging customers. Sending a quick email to check in with customers is a great approach to demonstrate your appreciation for their business. Use the client's name, make reference to their past purchases, and provide suggestions on how they may make the most of their experience to avoid sending a generic email. Sending a follow-up email with helpful hints, recommendations, or a video instruction is one possibility. Doing so furthers the impression that you care about ensuring they are satisfied with their purchase.
To illustrate the point, new members of Dollar Shave Club, a subscription-based razor firm, get a sequence of emails that serve to introduce the product and provide shaving suggestions. They boost the possibility of long-term engagement by making customers feel supported via the provision of helpful material in an approachable tone.
Reviving Interest via the Provision of Incentives:
An incentive of any size might sometimes be enough to reacquire a client's attention. Customers will remember why they chose your brand in the first place and be more likely to return if you provide them with discounts, loyalty points, or exclusive deals. Imagine a clothes store that sees a client who hasn't bought anything from them for a time. The business may encourage the consumer to come back to their shop and maybe even make a purchase by giving them a personalised discount coupon and informing them about new arrivals.
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As an example, consider Sephora's Beauty Insider programme. They maintain customer engagement and loyalty by providing perks like points, birthday presents, and early access to new products. Customers who haven't shopped with Sephora in a while are nonetheless likely to return since they may earn points redeemable for discounts in the future. This loyalty program has significantly increased the level of customer involvement and brand loyalty.
Using Content to Maintain Client Engagement:
A potent technique for re-engaging customers is high-quality content. Clients will be reminded of the product or service's advantages via the creation and dissemination of relevant, quality content. Customers are more likely to have a positive impression of your company and come back for more when they get material that is relevant to what they are looking for.
As an example, the meditation software Headspace compiles blog posts, videos, and emails that centre on mindfulness, stress reduction, and overall health. By sending out reminders on the positive effects of meditation, they can increase the app's value. Even if a customer isn't using the app every day, Headspace stays relevant in their life by presenting material that resonates with them.
Taking Customer Input into Account:
Receiving constructive criticism from customers is a great way to figure out where you went wrong and how you can improve your service moving forward. You value the customer experience when you re-engage by asking for their comments. Give your customers a chance to have their voices heard and contribute to your growth by giving them a brief survey or inviting them to submit their ideas. Customers will be more loyal and trusting of your company if they realise that their opinions are being considered.
Airbnb exemplifies how a firm may use consumer input to enhance its products. Both hosts and guests have the option to rank and review each stay after it has taken place. Airbnb takes user comments seriously, uses them to enhance its service, and then lets its customers know about the changes. This makes customers feel that their opinions are valued, which in turn strengthens their bond with the platform.
Personalisation Improves Customer Experience:
Using a client's name in an email is just the first step in personalisation; the real goal is to ensure that every aspect of the interaction is customised to their preferences, since clients like a personal touch. Clients are more inclined to stay connected when they see that the organisation comprehends their specific requirements.
"Discover Weekly" and "Release Radar" are only two examples of user-data-driven playlists created by Spotify. Users are more likely to stay with Spotify after experiencing this degree of customisation because it makes them feel like the service gets them. Incorporating comparable tactics into your re-engagement campaigns can help you establish a stronger bond with your clientele.
Strategy for Re-engagement:
To successfully re-engage customers, consider the following steps:
Finally, there's more to re-engaging customers than just sending emails or discount offers. It calls for an all-encompassing strategy that prioritises knowing your customers, providing value via tailored communication, and always finding new methods to prove to them why they choose your company. It is possible to turn inactive customers into ardent brand champions with a well-planned re-engagement campaign.