5 ways for successful customer reactivation: Win back lapsed customers with personalized solutions

To keep your sales cycle intact, it is important to reactivate your inactive customers by identifying and re-engaging with them.

Every enterprise has an ideal agenda- all their customers should purchase from them regularly. We want our customer base to remain active and engaged while we continue to expand it with new acquisitions. However, it’s not always the case.

It is a high possibility that your active customers may become dormant after a point. This happens due to lack of constant interaction, paucity of new offers and insufficient nurturing. Most enterprises witness a decline in their revenues (and CLV) when they are unable to keep up with existing customers as they put their focus on acquiring new customers.

Effective reactivation strategies can help you win your lapsed customers and also retain them for a long term. A study shows that a 5% increase in retention costs can lead to 95% increase in overall profits. However, there can be challenges when you are unsure how to win them back and maintain a loyal relationship with them.

Reasons why your customers become inactive

1. Competitive market- The market is always evolving and it is important to keep up with its trends. If you do not have anything new to offer, or your competitor has a better offering to your existing customers, chances are that they will stop engaging with your brand altogether and switch to your competitor. Hence for continuous evolution, utilising communication to keep your customers aware about the product/service ranges becomes imperative.

2. Offers & discounts- Introducing lucrative offers/discounts have been a trend across industries to penetrate the market. If your customers find a good offering at a discounted price, then most likely they would want to save cost and explore something new in place of what you are providing to them. Is this fair? Industries talk a lot about this.

3. Weak market presence- By now, it is an established fact that a smart marketing plan helps you acquire as well as retain customers. If you are not investing enough in strategic marketing that covers both online and offline presence of your brand, then coming under the notice of your customers becomes a slim possibility. It goes well with the saying ‘out of sight out of mind’.

4. Impersonal communication- As humans, we all need constant attention from others to give a meaning to our existence. When you interact with your customers through any channel, do you ensure that you address them on a personal level? If not, then your customers may feel neglected and not want to engage with you. Study shows that around 54% of customers think enterprises need to transform the way they engage with them. This is a common mistake that most brands make when they communicate with their existing customers via ads, notifications, emails, messages and packaging.

Importance of reactivation: Why is it needed?

One of the biggest challenges to make a customer purchase from you is establishing a trust between you and them. Someone who has purchased from you already knows that you are a trustworthy brand (assuming they do not run into a problem after using your product or service). Once you are successful in establishing this trust between you and your customer, you are halfway through the process of making the next sale with them.

When it doesn’t happen, it clearly shows that you are not doing enough to keep this process ongoing. This is where reactivation strategies can retain your customers and get your business out of them. For this, shifting your goal towards retention from solely investing in acquisition is necessary- you are only increasing your cost by growing your customer base instead of engaging with the previous ones. These 5 reactivation strategies can help you achieve this-

5 reactivation strategies: Win back your lapsed customers rapidly

1. Personalized conversation through content- Bill Gates knew he made sense when he said ‘Content is the king’. To reign with it, marketing it well among your audience is unquestionable. Research suggests that it is 70% more likely to convert old customers vs targeting new ones.

You know your customers, their interests, their behavior, their needs. What else do you need to have a personalized conversation? You can create targeted content which can educate, energize and solve your customers’ problems as and when they need the most. Brands are leveraging blogs, case studies, innovative content pieces across social media, etc to reach out to their customers effectively. You can reach them without having a one-on-one conversation with them- let your content communicate with them on your behalf.

2. Impeccable customer service- Most customers leave when their issues remain unresolved. To keep them satisfied with your services, it is imperative that you provide them full support when they need any assistance. Once your customer becomes inactive, make sure that you reach out to them to analyse the main reason for their disinvolvement- this helps you formulate an action plan to win them back with personalized communication and improved quality service.

3. Feedback and surveys- If your customer suddenly stopped purchasing from you, there has to be a legitimate reason behind it, right? In addition to reaching out to them directly, you can also send incentive-based survey/feedback forms to them in order to understand their current situation and what you can do to help them with their requirements. This data will help you determine the right kind of changes you need to introduce in your product/brand to bring them back to the bay.

4. Offers and discounts go a long way- It is already known but it still stands true- no one would like to ignore an offer that will save their money and give them more for less. 30% of lapsed app-based customers say that they would start purchasing from the app again if given a discount. By giving exclusive offers and discounts to your customers, you can reactivate them and give them a chance to re-explore the USPs of your brand that they may have forgotten while they were dormant. This is an opportunity to build a new relationship that one must keep nurturing to eliminate the scope of separating again.

5. Outsourcing- It can be challenging to create and maintain a reactivation program in-house when you lack the time and resources to carry it off, especially if you are a fast-growing enterprise. A strategy that needs immediate execution also requires highly skilled professionals. Recruiting new staff to reactivate your old customers with new strategies is an overhead cost in itself- there is no guarantee that you will achieve sureshot success even if you invest in an exclusive team. Thereby, outsourcing the process instead of executing it in-house is a viable option that does not involve a long-term investment.

GigIndia gets your customers back with personalized solutions

Targeting a bulk audience for reactivation? GigIndia’s outbound calling solutions for customer reactivation is foolproof- our AI-led programs are exclusively built to target your lapsed customers through success-driven gig workers who are trained and managed by us. An interesting study shows that enterprises who successfully engage their customers witness a 63% lower attrition rate while achieving 55% higher revenues.

GigIndia works on a gig-based model that does not require a long-term investment from your end. Outsource your reactivation requirements at a pay-per-ticket model and witness a huge spike in customer success within a short span of time.

To know more, visit www.gigindia.in or write to us at sals@gigindia.in