Tales from the Customer is an ongoing series of discussions on the virtues of good customer relationship management. For more tales, click here.
In the last episode of Tales from the Customer, we talked about always being your best self for the customer. But, alas, even after doing all we can, customers and leads sometimes just go cold.
In the classic story of Dr. Frankenstein, the ‘mad’ scientist develops and executes an experiment to reanimate a dead corpse in his quest to discover immortality. Let’s look at a few ways we can follow Dr. Frankenstein’s example and perform some experiments to revive some of those old leads and customers for repeat sales.
Reviving Customer Relationships Like Frankenstein
Getting new customers is five times more expensive than using the ones who have already bought from you in the past. So, re-engaging and rekindling existing customer relationships is the best way to go.
Customer relationship management software, or CRM, is one tool that can help immensely in keeping track of your past customers and lost leads so that you can bring them back to life.
The Routine Checkup Experiment
Frankenstein’s monster probably wasn’t a fan of the dentist, but it’s recommended that you see a dentist every 6 months for the bi-annual checkup. If your work involves regular checkups, maintenance, or cleanup then setting tasks in your CRM to alert you of when a customer is ready for their next visit will help you stay on top of things.
When the time comes, make a call, send an email, or even send some snail mail. Include a special offer or a discount. If you did a good job for them before, they’ll be sure to accept.
The Holiday Greeting Card Experiment
Maybe offering more work isn’t the right approach. Maybe just saying hello and wishing your customers well during a festive time is the way to go.
Buy a bundle of cards or subscribe to a service that sends cards. Set up some automation in your CRM to remember dates and send on time.
Even better, if you know your customer’s birthday, you can send them a birthday greeting to let them know you remember them personally. A little bit of care can go a long way towards building customer loyalty.
The Discount Experiment
Everyone loves coupons. Seriously, who could resist a discounted price on a great product or service? No one, that’s who.
So give it a try. Offer a discount to your repeat customers. They’re already familiar with your service and receiving a discount is just the icing on the cake.
If you want, you can also make the discount a limited offer to create a little bit of urgency. It might help them make the decision a bit faster, but always be careful to scare them off by putting pressure on them. Set the limit just right and you’ll resurrect some old customers in no time.
Experiment To Achieve Customer Relationship Immortality
Every business and industry is unique, and every customer is different from the next. Try different techniques; be a ‘mad’ scientist in your arena to perform various experiments in order to bring your customers and leads back from the dead.
Fun Fact: The monster in the story of Frankenstein is not named Frankenstein; he’s actually officially named Frankenstein’s Monster. But don’t worry, even the official name isn’t consistently used (ex. Bride of Frankenstein.)