Business is always changing. Whether you work in water damage restoration or marketing, this is a fact that is constant across all types of businesses. Maybe it’s the market that has changed or a specific customer and their needs that have evolved.
Sometimes, a customer walks away altogether.
Of course, although saying goodbye to a customer is something that does occasionally happen in most businesses, it isn’t something that should always be accepted as normal. Occasional customer loss is one thing, losing customers all of the time or losing a customer because they’re disappointed should never be accepted as normal.
With three decades of experience working in water damage restoration, we’ve learned a thing our two about re-engaging at-risk customers and even recapturing the customers who have walked away. Here’s what you need to know.
Know Your At-Risk Customers
At-risk customers, or customers who haven’t walked away but are considering it, are much easier to re-engage than those who have already walked away. That being said, it isn’t always easy to recognize the customers who are thinking about throwing in the towel with your business. With enough awareness, you can watch for tell-tale signs things aren’t going well.
- Inactivity: If the ball is in a customer’s court to move forward with a job and they aren’t pulling the trigger, this is probably more than them being too busy. They may be hesitant about the cost or even shopping around with other water damage restoration businesses.
- A change in behavior: If a previously engaged customer isn’t returning your calls, is abrupt on the phone, or even seems angry, this change in behavior is probably a good indicator something isn’t right.
- Customer complaints: Of course, any time a customer goes out of their way to express their dissatisfaction with you, it’s a clear indicator they’re at-risk for walking away from your business relationship.
Re-engaging Customers: The Elephant in the Room
First things, first, you can’t re-engage lost and at-risk customers if you aren’t willing address your concerns that they may walk away. If you’re given the chance, express to your customer that you sense something has changed or you suspect they’re unhappy. Ask them if there is anything they want to talk about or if you can answer any questions for them.
Then, be quiet and listen. Don’t jump in with solutions, don’t make excuses. Simply make eye contact and hear what they have to say.
Re-engaging Customers: Find a Permanent Solution
Too often, businesses become very focused on fixing the fire in front of them. They apologize, they offer a discount, or a partial refund. In certain cases these responses are appropriate but they aren’t always the best way to handle a customer’s complaints.
Instead, we suggest considering the validity of the concerns. Are they pointing out a weakness in the way you do business? Is what they’ve experienced indicative of gaps in training or the need for employee development? Create a plan for a permanent solution to this issue and set the wheels in motion. Then, go to the customer and explain what you have done and ask them if they would be willing give working together another shot.
Re-engaging Customers: Get Their Attention
Some customers aren’t angry, they’re simply distracted or bored. For examples, if a connection within an insurance company has suddenly gone silent, you may have simply gotten lost in the shuffle of their everyday tasks.
Recapture their attention. Create an interesting email campaign, personalized to them. Change up your social media strategy. Give them a call, not to see why you haven’t heard from them, but to see how they’re doing or if there is anything you can help them with.
At More Floods, we have developed marketing solutions for all kinds of customers and potential customers. Whether they’re a warm lead or a customer who is at-risk for walking away, we have resources available to our network members. To learn more about joining More Floods, click here or call 1-866-667-3356.