At some point, your business will suffer a failure that disappoints customers. Your apology and recovery – proving “We want you back” to your customers – is your opportunity to make amends. Your actions create a story about how you treat your customers. And customers will tell the story.
When a beloved company apologizes for something that goes wrong, the intent and motivation is to make customers whole—to earn the right to continue the relationship. Their genuine apology transforms into an opportunity that enables customers to think, “Who else would respond this way?”
The key to recovering customers that left you is to first establish a process to resolve and reconcile the issues that made customers depart. Before you call, there must be an intention and commitment to fix the issues that pushed the customers out the door. The focus must be to recover the customers AND fix the company.
The process of customer recovery has been fruitful in every vertical business where I have seen this practiced. The key is to ensure that there is a planned process to contact, resolve and reconcile the issues with the customers who have departed. There must be an intention and commitment to fix the issues that pushed the customers out the door. The focus must be to fix the customers AND to fix the company. In this way, the customer rescue process brings back in revenue and prevents future revenue from departing from your business.