- Always be respectful – try to end every relationship on a positive note.
If the client has expressed frustration, and you respond in a courteous way, you will make them feel valued as a person. And even if they still end up leaving, there’s a greater chance of winning them back in the future.
- Fix a start date for each individual client win-back campaign
Since you know when each individual client left, you can accurately time your win-back campaign.
Consider starting this around three months before their renewal/expiry date. Doing this will make your message particularly relevant – and so give you a better chance of welcoming them back as a client.
- Decide on your communication plan
Ideally implement a multi-step campaign of relevant, succinct and valuable emails (each with an eye-catching, benefit-led subject headline).
Consider where appropriate, to also use texts, LinkedIn messages, telephone calls, or even a hand-written card/Christmas card.
- Try to identify the main reason why each client has moved to another supplier
Use the information from any previous customer survey that they’ve completed, to understand what their issue/frustration might have been. Then use this insight to immediately try to win them back.
- Then explain to them how things have changed
Whatever their reason for leaving, do what you can to convince them that things have changed/improved for the better.
Be concise, highlighting the particular benefits that they'll gain from returning.
End the message with their call-to-action.