Becker Logistics Blog - Winning a Customer Back

Winning a Customer Back

Often times, despite our efforts to retain our highly valued customers, some choose to go elsewhere to fulfill their professional needs. A customer is indefinitely important to the value of a business, and particularly within the logistics industry, winning back a customer becomes critical. The primary issue companies face is the lack of understanding behind the customer’s reasoning for leaving. Surely, no business or company is perfect, but it becomes essential to understand WHY a customer is choosing to no longer do business with you. Without appropriate understanding, the proper adjustments cannot be made, which in turn inhibits long term growth potential and opportunity.

The most pivotal argument for why we should put significant efforts into winning back a customer is founded upon the concept of customer retention; retaining a customer, and even winning them back is undoubtedly more cost-effective when compared to trying to win a new customer. Taking the time to analyze the lost customer, what needs of theirs are not met, and how you can actively address them will give the customer a newfound appreciation for your business and the work that you do.

Some customers can make a quick turnaround, while other customers will take time. Regardless, accept the blame, and don’t be afraid to ask for help from a manager or person with more authority. A customer is more important than your ego. Be sure to be kind, generous and understanding; provide them with options and understand what it would take from YOU for the customer to return.

After asking what the customer needs, you should explicitly describe the changes you will make, and how these changes will benefit the customer, per their pains with your existing service. Do not resort to begging or pleading; rather be confident in that which you say and speak from the heart. If you truly are sorry the customer did not have a purely positive experience, and you want to mediate the situation, your genuine character will be significantly more appealing than unfulfilled promises.

Remember to be patient. Some customers may take more time than others; some wounds heal slow. Ultimately, if you remain courteous, and they still do not wish to return, be understanding and sincere. You must be respectful of their decision and their choice but keep in touch on occasion and reach out accordingly.

If (and when) the customer does return, avoid a “know it all” attitude, which can merely steer the customer in the opposite direction. Rather, make it easy for them to come back, and try to prevent them from feeling uncomfortable or awkward throughout the whole situation. Finally, when you do win them back, work hard day in and day out to continue winning them back with every phone call, conversation, and business deal.

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