I lost my customer. What can I do?

What are your strategies for a lost customer? 

Your Rant: I’ve just started working with a new company that doesn’t seem to care when they lose a customer. I’m sure there are things to do, but I don’t know what to suggest.

911 Repair:

When I read your e-mail, I thought of Shahimi Abdul Hamid. He’s a Malaysian who recently challenged the world record for speed kissing a venomous snake. An American held the record, and Hamid took on the challenge as a matter of Asian pride.

As silly as it sounds to kiss a deadly snake, it’s a spot-on metaphor for dealing with a lost customer. Every lost customer is an opportunity to learn how NOT to lose a future customer - but only if you take the time to kiss up to, and to learn from, the lost customer. I’ve listed some strategies below. For more, check out “Your Management Sucks” by Mark Stevens (Crown, 2006).

Do you ask, “Why did you leave”? Have you ever been a regular customer at a business and then stop doing business with them? Did anyone ever ask why you left? It seems so obvious, but we need to ask the question whenever we lose a regular customer. Not necessarily to just get them back, but to learn how to keep future customers in the fold.

Do you ask, “Was it something that you, or the organization, did”? Since most of us like to avoid conflict, it’s very important to ask this question directly. This is a case where how you ask the question is also important, so be sure there is no trace of hostility or anger in your voice or the words.

Do you say, “We miss you and would like to get your business back.” I speak from experience, I hate to be taken for granted by a company. That’s why it’s so important to tell the customer you miss their business and would like it back.

Can you give them a gift? According to research, it’s always cheaper to keep an existing customer than it is to bring in a new one. See if there is a gift you can offer them. Not one of those strings-attached kind of gifts to drag them back to you, but a thank-you gift for their past business. It’s probably a long shot, but you’ll be surprised how a gift can pay dividends for you.

Ask, “Is there anything else we could do”? I like to think of a former customer as a very cheap focus group. Give them a blank check to give you advice. Sure, most of them will tell you stuff you already know, but put yourself in a position where you can be surprised, and chances are you’ll learn something valuable.

Sure kissing up to a lost customer can get some venom on you, but it’s worth it if you don’t get bit in the future.
 

User strategy:

Our winning strategy for dealing with a lost customer comes from R.C. in Tacoma, Wash.: “The key is to not make them feel any pressure. I psych myself out that I’m going to mine them for information so that we don’t lose any more customers and not try to make it appear that I’m just trying to manipulate them so that I’ll get their business back. But it’s funny, often that is the result. It’s amazing how people can change their tune when they just feel appreciated.”

Bob Rosner and Sherrie Campbell author the weekly internationally-syndicated workplace911 column. Bob’s a best-selling author and award-winning journalist who has personally responded to over 50,000 emails. Sherrie’s a relationship expert and award-winning comedian who has offered quick, intuitive and humorous responses to over 30,000 people. He’s been called “Dilbert, with a solution.” She’s the counselor with a kick. Watch our 911 team of consultants, authors, counselors and comedians—namely Bob & Sherrie—tackle the nastiest work wrecks in organizations and via seminars, TV, radio, newspapers, books, web sites and live on workplace911.com.