Don’t Lose Another Customer! One Big Tip To Inspire Loyalty
“Always strive to provide service above and beyond what the average salesperson would give. It will help you build long-term relationships, trust, and referral business.”
-Tom Hopkins, Help Scout.
Customers leaving you? You might want to take a lesson in customer service from eFax. As AWeber’s Acquisition and Retention Specialist, I’m always for looking at what other businesses are doing to get and keep their customers.
It’s important to work just as hard to keep customers as it is to start that relationship. Learning from other businesses can help ignite ideas, see what works and what your company may be able to try.
Why Does Retention Matter?
Imagine you’re on the beach, busily scooping up water in a bucket and carrying it back to your sand castle. Now, what if that bucket had small holes in the bottom? You might be scooping up a gallon at a time, but only a half gallon makes it to the castle. It makes your work more difficult!
If you lose customers rapidly, you aren’t going to see much overall growth… even if you have thousands coming in. You have to proactively identify and plug the holes if you want to watch your customer base grow.
A Stellar Retention Example From eFax
Here’s the conversation I had with eFax:
“ Hello, Crystal. Welcome to online Fax support. I am Scott Ellis, your online Live Support Representative. How may I assist you? ”
“ Hi, I’d like to cancel my account.”
“ I am glad to help you. Could you please provide me your fax number, registered email address and billing zip code for verification? … Thank you for providing your information. Please give me a moment while I pull up your account. In the meantime, please type the number corresponding to your reason for cancellation: 1) Moving to another provider 2) Bought a fax machine 3) Business or role changed 4) Short term project completed 5) Financial reasons 6) Problems with faxing or billing 7) Dissatisfied with quality of service 8) Too costly”
“ 4 ”
“ Crystal, as we’d like to keep your business, I can offer you a discount and also waive your subscription fee for 2 months. After the free period, pay just $12.95 per month. This plan includes 130 inbound pages monthly and extra pages are just 15 cents each. There is no contract and you may cancel anytime. Shall I switch you to this savings plan? ”
“ Sure, that’s great ”
The main thing to note: I had no intention of staying with this service when I started the conversation. I used it one time for a quick fix and didn’t really see a need for it after that. But who can turn down two extra months of free service?
I don’t know if I’ll find it more useful in that time or not, but eFax thinks it’s worth a shot to keep me as a customer. It’s possible they identified that customers who choose #4 (and maybe some others) just need some more time with the service. Their way of plugging the hole is to take a loss for a couple months for more long-term gain.
I also like how they had me choose why I’m canceling. It’s a great way to get insight into what your customers are thinking. My reason for leaving was more of a “not using it anymore,” so I picked the closest one to that.
How Can You Apply This?
If you can use a strong incentive like eFax does, I’d be interested in hearing the results. But there are other ways to make people want to stick around, especially when it comes to email subscribers:
- Ask for feedback regularly – send out surveys or just ask your subscribers to click reply and tell you how they feel about your company, what they like and what they want to read.
- Read your feedback – you can get email updates about what your subscribers say when they unsubscribe in AWeber. Use that information to improve your newsletter for the rest of your subscribers.
- Send to inactive subscribers – offer something special to subscribers who haven’t opened emails or clicked on links. It’s a proactive way to keep your at-risk subscribers from leaving.
What’s Your Success Story?
Do you have a cool and effective way to keep your customers? Have you had an awesome experience that kept you with a company? Share in the comments!