Losing a customer and The Power of Customer Love

Losing a Customer: Two weeks ago, I was getting some grocery shopping done at one of those big box retailers. The new year had just crept its way into the world and I was celebrating by not buying carbs. It’s the worst way to celebrate anything, in case you were wondering.

I rounded a corner after staring at the ingredient list on a can of tomatoes (you would be amazed what is in a can of tomatoes) when I nearly ran right into a display of Valentine’s Day candy. It felt too soon to see red and pink hearts, chocolates wrapped like roses or boxes of cards. Can’t we settle into our new, cake-free lives without having to worry about another holiday?

I can be a bit of a curmudgeon about holiday hopping, but you know what never makes me feel angsty? When a company shows true and genuine affection for its customers. And this is where our tale begins.

CT Productions, an electronics manufacturer, partnered with the marketing agency Intergage for many years. CT was under new management and it was time for a website update, and Intergage was excited to help their long-term client with that project. Then there was the ultimate in bad news: CT had decided to partner with another agency. Intergage was so heartbroken, they decided to let their former clients know just how badly they missed them by creating a video love letter.

It’s tough losing a customer or valuable clients; when people are loyal to your business they have a vested interest in seeing it do well. When one of your brand enthusiasts moves on to a competitor, you can’t help but be a little hurt.

Intergage came up with a cool way to show its customer how much their business mattered to them. Here are five other things you should do when you lose a customer.

Get Feedback
Whether your business is small and you lose your only client or your run an enterprise that loses its biggest, most loyal customer, it can make a huge impact. Knowing exactly why you’re losing a customer can give you greater insight to the issues, which will help you alleviate them for other customers. Grill them about everything to get as much detail as you possibly can.

Ask Them to Come Back
We’re not saying you need to be like John Cusack standing outside of your customer’s window with a boombox and a look of determination. Some customers might like that…maybe. Rather, take a page out of Intergage’s book and let them know how much you will miss them. When a customer knows how much you care about making them successful, they might just change their minds.

Contact Other Loyal Customers
Reach out to your other customers and ensure their experience with your business is going well. Use any feedback they give you to correct further issues: according to Lee Resources, 70 percent of customers will do business with you again if your resolve an issue in their favor.

Ramp Up Your Marketing
If you can’t win back the heart of your estranged client, it’s time to move on. Putting more energy and money into your marketing efforts will help you to drive new business right to your doorstep. Start a company blog. Do paid advertising on social media (it’s the biggest bang for your buck). Join a local association and start networking. There are a number of things you can do to create more opportunities. Here’s a list of ideas if you need some inspiration.

Focus on the Positive
That’s the last thing you wanted to hear, right? I know. But your business isn’t your whole life, even if it may seem that way sometimes. You have family, friends, pets, hobbies and obligations that have nothing to do with work. Losing a customer can sting, but there are much more important things to focus on. Still have anxiety? Use the app Headspace to learn meditation. You can thank me later.

It’s a true customer love story. When a customer – long-standing or brand new – decides to move on, it’s important you take steps to find out why. Make sure your understand their reasoning and check in on your other customers to gauge their happiness levels. Otherwise, ignoring the loss could have serious repercussions on your business.