Obtaining new customers is completely maxed out in many industries. The markets are saturated. First-time users are becoming increasingly rare. The growth goes only to the detriment of competition. But hunting down customers work when listening to the discount cries of many companies, apparently almost only about the price.
This leads to a margin situation which makes short term new business often barely profitable. Also the customer care is increasingly difficult. Customers have become informed, clever and more aggressive and actually never as properly satisfied. The requirements are screwed up, price sensitivity increases. Classical customer retention strategies no longer work. The willingness to change is socially accepted. And it increases dramatically.
There remains only the third column in the customer relationship management: the lost customer base – a largely undiscovered potential with huge income opportunities. The professional customer recovery will therefore increasingly focus. She can evolve into a key competitive advantage. Who more than once transactions with customers, for it always pays to invest time and money in the customer reactivation. In many respects it is clearly superior to the acquisition of new customers. Research and practice reports repeatedly show that the graduation rate at the wake of former customers is often higher than in the new business. that relatively less costs, if lost customers back, rather than to acquire new. that loyalty and profitability of back won customers are often higher than those of new customers. To reactivate the right – so profitable and retrievable customers – requires a variety of techniques and tools, as well as in-depth knowledge of neuro-psychological contexts. In any case, it takes empathy and tact. And a thick portion of courage. The process of customer recovery management customer reactivation begins where all Loyalisierungsmassnahmen were unsuccessful, if so the customer officially ended the business relationship or implied the company has left. Therefore, two issues arise: the termination of management with the aim of Abwehrens or the withdrawal of layoffs recovery management with the aim of resuming canceled or dormant business relationship. Now it comes to realize who has wandered off for whatever reason and whom you like can get back and wants to make it better at the second attempt. Customer recovery management process can therefore be represented in five steps: identification of lost or ‘sleeping’ customers analysis of the causes of loss of planning and implementation of recovery measures evaluation and optimization prevention or building a second loyalty ‘. All measures on the fifth step: the prevention of loss of the customer. Because it is still better than to reactivate lost customers to lose none at all. And recovered customers, a 2nd loyalty be taken ‘ to build. There is almost never a third chance. Book Note Anne M. Schuller Come back! Like you lost customers recover Orell Fussli, Zurich 2007, 226 p., 26.50 euro / CHF 44.00, ISBN 978-3-280-05242-6 further information: contact: see profile! The author Anne M. Schuller is a management consultant and considered to be the leading expert for loyalty marketing. She has worked over 20 years in senior sales and marketing positions of various service sectors and several awards. The diploma in business administration and eight-time book author is one of the best business speakers in the German-speaking. She works as consultant and trainer and has taught at several universities. The elite of the business is among its clientele.