{"id":2723,"date":"2020-10-14T02:00:25","date_gmt":"2020-10-14T06:00:25","guid":{"rendered":"http:\/\/blog3.canny.io\/wordpress\/?p=2723"},"modified":"2024-04-19T19:51:30","modified_gmt":"2024-04-19T23:51:30","slug":"how-to-use-customer-feedback-to-win-back-lost-customers","status":"publish","type":"post","link":"https:\/\/canny.io\/blog\/how-to-use-customer-feedback-to-win-back-lost-customers\/","title":{"rendered":"How to use customer feedback to win back lost&nbsp;customers"},"content":{"rendered":"\n<p>Change is a natural part of life. In business, this is especially&nbsp;true.<\/p>\n\n\n\n<p><br>Even your most loyal customer might eventually move on. This can happen for several reasons. Their needs could change, or something better could come&nbsp;along.<\/p>\n\n\n\n<p><br>While we recognize that change is a part of business, minimizing customer churn is essential.<br>It&#8217;s harder to acquire a new customer than to retain existing ones. Your existing customers will spend more money than new ones because of the trust and loyalty you&#8217;ve built with&nbsp;them.<\/p>\n\n\n\n<p><br>This creates more revenue-generating opportunities for your&nbsp;company.<\/p>\n\n\n<div class=\"wp-block-image wp-image-2724 size-full\">\n<figure class=\"aligncenter is-resized\"><img decoding=\"async\" width=\"1012\" height=\"506\" data-src=\"https:\/\/canny.io\/blog\/wp-content\/uploads\/2020\/09\/constant-contact.png\" alt=\"Constant Contact infographic\" class=\"wp-image-2724 lazyload\" style=\"--smush-placeholder-width: 1012px; --smush-placeholder-aspect-ratio: 1012\/506;width:650px;height:auto\" data-srcset=\"https:\/\/canny.io\/blog\/wp-content\/uploads\/2020\/09\/constant-contact.png 1012w, https:\/\/canny.io\/blog\/wp-content\/uploads\/2020\/09\/constant-contact-300x150.png 300w, https:\/\/canny.io\/blog\/wp-content\/uploads\/2020\/09\/constant-contact-768x384.png 768w, https:\/\/canny.io\/blog\/wp-content\/uploads\/2020\/09\/constant-contact-210x105.png 210w\" data-sizes=\"(max-width: 1012px) 100vw, 1012px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" \/><figcaption class=\"wp-element-caption\">Source: <a href=\"https:\/\/blogs.constantcontact.com\/wp-content\/uploads\/2017\/05\/repeat-customers-social.png\" target=\"_blank\" rel=\"noopener noreferrer\">Constant Contact<\/a><\/figcaption><\/figure>\n<\/div>\n\n\n<p>However, simply reducing churn isn&#8217;t the whole story. You can also take advantage of customer loyalty by winning back churned&nbsp;customers.<\/p>\n\n\n\n<p>Today, we&#8217;ll look at creating a win-back strategy using customer feedback. We&#8217;ll identify the key reasons for customer churn and match each with a winback&nbsp;campaign.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>How to identify reasons for customer churn<\/strong><\/h2>\n\n\n\n<p>Your first step to winning back a customer is figuring out what went wrong in the first place. The simplest way to do that is to hear from them directly. To do this, you need to&nbsp;<a target=\"_blank\" href=\"https:\/\/canny.io\/blog\/the-best-way-to-collect-user-feedback\/\" rel=\"noreferrer noopener\"><u>gather customer&nbsp;feedback<\/u><\/a>.<\/p>\n\n\n\n<p>For most businesses, trends in customer churn are far more helpful than knowing the exact reason every customer dropped off the grid.&nbsp;<a href=\"https:\/\/canny.io\/features\/collect-feedback\" target=\"_blank\" rel=\"noreferrer noopener\"><u>Modern customer feedback tools<\/u><\/a>&nbsp;use a public board with an upvote\/downvote system to make this relatively&nbsp;simple.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<div style=\"max-width: 650px; margin: 0 auto;\"> <!--HubSpot Call-to-Action Code --> <span class=\"hs-cta-wrapper\" id=\"hs-cta-wrapper-e1d55d08-a2cf-44a3-a9a0-f3ca5ff21dfa\"> <span class=\"hs-cta-node hs-cta-e1d55d08-a2cf-44a3-a9a0-f3ca5ff21dfa\" id=\"hs-cta-e1d55d08-a2cf-44a3-a9a0-f3ca5ff21dfa\"> <!--[if lte IE 8]><div id=\"hs-cta-ie-element\"><\/div><![endif]--> <a href=\"https:\/\/cta-redirect.hubspot.com\/cta\/redirect\/5705808\/e1d55d08-a2cf-44a3-a9a0-f3ca5ff21dfa\" target=\"_blank\" rel=\"noopener\"> <img decoding=\"async\" class=\"hs-cta-img lazyload\" id=\"hs-cta-img-e1d55d08-a2cf-44a3-a9a0-f3ca5ff21dfa\" style=\"border-width:0px;\" data-src=\"https:\/\/no-cache.hubspot.com\/cta\/default\/5705808\/e1d55d08-a2cf-44a3-a9a0-f3ca5ff21dfa.png\" alt=\"New call-to-action\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" \/> <\/a> <\/span> <script charset=\"utf-8\" src=\"https:\/\/js.hscta.net\/cta\/current.js\"><\/script> <script type=\"text\/javascript\"> hbspt.cta.load(5705808, 'e1d55d08-a2cf-44a3-a9a0-f3ca5ff21dfa', {\"useNewLoader\":\"true\",\"region\":\"na1\"}); <\/script> <\/span> <!-- end HubSpot Call-to-Action Code --> <\/div>\n\n\n\n<p>When a piece of feedback gets a lot of upvotes, you can build a winback campaign around&nbsp;it.<\/p>\n\n\n\n<p>It&#8217;s helpful to understand the different types of customer churn to figure out what strategy to use. What leads to lost customers? These are called&nbsp;<em>churn&nbsp;factors.<\/em><\/p>\n\n\n\n<p>Essentially, all lost customers can be placed into one of four&nbsp;categories:<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li><strong>Their customer journey has reached its natural end:<\/strong>&nbsp;the customer needed your product for a fixed period, which has&nbsp;ended.<\/li>\n\n\n\n<li><strong>Their needs have changed:<\/strong>&nbsp;the customer needs something different or something additional you don&#8217;t&nbsp;offer.<\/li>\n\n\n\n<li><strong>You lost out to a competitor:<\/strong>&nbsp;somebody else offers what you offer for less money, or their product is different&nbsp;enough.<\/li>\n\n\n\n<li><strong>The customer no longer sees value:<\/strong>&nbsp;they aren&#8217;t seeing the anticipated return on&nbsp;investment.<\/li>\n<\/ol>\n\n\n\n<p>The final step is to match applicable feedback to one of these categories. You need to read between the lines&nbsp;here.<\/p>\n\n\n\n<p>Let&#8217;s examine the core strategies for addressing these churn factors and winning back&nbsp;customers.<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li><strong>THE CUSTOMER JOURNEY HAS REACHED ITS NATURAL&nbsp;END<\/strong><\/li>\n<\/ol>\n\n\n\n<p>This churn factor puts you in the best position. Your customers were probably happy with your product when they needed&nbsp;it.<\/p>\n\n\n\n<p>However, winning them back is more complex than sitting around waiting for them to come&nbsp;back.<\/p>\n\n\n\n<p>In fact, there are plenty of things you can do to grease the wheels. The good thing is you already have their email address. The critical thing is to maintain contact. You can introduce a winback email into your strategy at a certain&nbsp;point.<\/p>\n\n\n\n<p>However, there are a couple of rules of thumb to&nbsp;remember.<\/p>\n\n\n\n<p>For example, sending sales content to customers who don&#8217;t need your services is a surefire way to get unsubscribes. Instead, it&#8217;s vital to provide value in your email content. Here&#8217;s&nbsp;how.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Use a content-driven email campaign for satisfied but lapsed&nbsp;customer<\/li>\n\n\n\n<li>Focus on content that is relevant to the broader industry rather than your specific&nbsp;product<\/li>\n\n\n\n<li>Create and share customer success&nbsp;stories<\/li>\n<\/ul>\n\n\n\n<p>This final point is crucial. An excellent way to provide extra value to happy customers is to raise their profile with a case&nbsp;study.<\/p>\n\n\n\n<p>2. <strong>THE CUSTOMER&#8217;S NEEDS HAVE&nbsp;CHANGED<\/strong><\/p>\n\n\n\n<p>The customer&#8217;s needs have changed, which is a similar churn factor to the customer&#8217;s journey reaching its natural&nbsp;end.<\/p>\n\n\n\n<p>The critical difference is that the customer needs something you don&#8217;t provide. This will show up explicitly in your customer feedback. In most cases, the customer data will state that they can&#8217;t do something with your&nbsp;product.<\/p>\n\n\n\n<p><strong>When this happens, you have two winback&nbsp;strategies:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Add the&nbsp;feature<\/li>\n\n\n\n<li>Demonstrate that you can achieve the same results with an existing&nbsp;feature<\/li>\n<\/ul>\n\n\n\n<p>Some feature requests will be things you can reasonably&nbsp;add.<\/p>\n\n\n\n<p>For example, imagine you provide an SEO tool. An active customer complains about a missing functionality in the Chrome extension. That&#8217;s something you could look into&nbsp;building.<\/p>\n\n\n\n<p>If they complain that you don&#8217;t allow them to manage their social media accounts, that might not be feasible. It&#8217;s important to know&nbsp;<a target=\"_blank\" href=\"https:\/\/canny.io\/blog\/say-no-feature-requests\/\" rel=\"noreferrer noopener\"><u>when to say no to feature&nbsp;requests<\/u><\/a>.<\/p>\n\n\n\n<p>When you can add a feature, the next step is to&nbsp;<a target=\"_blank\" href=\"https:\/\/canny.io\/blog\/should-you-use-a-changelog-tool\/\" rel=\"noreferrer noopener\"><u>inform customers of this<\/u><\/a>. This really helps with customer retention. Customers will feel that the tool they&#8217;re paying for is actively improving. And they&#8217;ll be more likely to share their valuable insight with you&nbsp;again.<\/p>\n\n\n\n<p>For example, Better Proposals shares every new feature with our email list. Each feature is designed to help our clients&nbsp;<a target=\"_blank\" href=\"https:\/\/betterproposals.io\/blog\/how-to-write-a-business-proposal\/\" rel=\"noreferrer noopener\"><u>write better business proposals<\/u><\/a>. The new features we share help our clients with customer acquisition. Here&#8217;s an email&nbsp;example.<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter is-resized\"><img decoding=\"async\" data-src=\"https:\/\/canny.io\/blog\/wp-content\/uploads\/2020\/09\/better-proposals.png\" alt=\"Better Proposals update\" style=\"--smush-placeholder-width: 1238px; --smush-placeholder-aspect-ratio: 1238\/734;width:650px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" class=\"lazyload\" \/><figcaption class=\"wp-element-caption\"><em>Source: Better Proposals<\/em><\/figcaption><\/figure>\n<\/div>\n\n\n<p>We won&#8217;t ever win back customers who don&#8217;t need our service. But, we can bring back a churned customer if we show that we are adding features that help them achieve their&nbsp;goals.<\/p>\n\n\n\n<p>3. <strong>YOU LOST OUT TO A&nbsp;COMPETITOR<\/strong><\/p>\n\n\n\n<p>We all know about the&nbsp;<em>rational consumer.<\/em>&nbsp;People will generally choose the cheapest product that meets their needs. We&#8217;re wired to maximize value and minimize&nbsp;costs.<\/p>\n\n\n\n<p>Unfortunately, you&#8217;ll lose customers when someone can offer the same product or service as you do for less. This can be a hard churn factor to&nbsp;overcome.<\/p>\n\n\n\n<p>Essentially, you have two levers to pull. When customers choose between you and your competitor, they perform a cost\/benefit&nbsp;calculation.<\/p>\n\n\n\n<p>To win, you have to shift this balance by lowering costs or increasing&nbsp;benefits.<\/p>\n\n\n\n<p><strong>There are several other ways you can win in your customers&#8217;&nbsp;eyes.<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Offer targeted discounts or a special offer.&nbsp;<\/strong>For instance, you can charge a lower price for customers who only need specific&nbsp;features.<\/li>\n\n\n\n<li><strong>Focus on intangible benefits.&nbsp;<\/strong>Often, you can&#8217;t beat your larger competitors on price. However, you can still beat them on things like personalization, customer service, and industry-specific&nbsp;knowledge.<\/li>\n\n\n\n<li><strong>Lean on partnerships.<\/strong>&nbsp;Sometimes, a lost customer goes to a large competitor who offers multiple services. An excellent way to overcome this is to partner with other companies with intersecting audiences. You can then create a combined&nbsp;offering.<\/li>\n<\/ul>\n\n\n\n<p>4. <strong>THE CUSTOMER NO LONGER SEES&nbsp;VALUE<\/strong><\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li><\/li>\n<\/ol>\n\n\n\n<p>One of the most common churn factors is customers not getting the value they&nbsp;need.<\/p>\n\n\n\n<p><strong>This can happen for two&nbsp;reasons:&nbsp;<\/strong><\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li>Your product wasn&#8217;t right for&nbsp;them<\/li>\n\n\n\n<li>They don&#8217;t know how to make the most of&nbsp;it<\/li>\n<\/ol>\n\n\n\n<p>You can identify the root cause through&nbsp;<a target=\"_blank\" href=\"https:\/\/canny.io\/blog\/feedback-programs\/\" rel=\"noreferrer noopener\">customer&nbsp;feedback<\/a>.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>A customer wants your product to do something it isn&#8217;t designed to do = wrong initial&nbsp;expectations<\/li>\n\n\n\n<li>A customer complains your product can&#8217;t do something, but it actually can = the user doesn&#8217;t know how to maximize the value and needs more customer&nbsp;service<\/li>\n<\/ul>\n\n\n\n<p>This all comes down&nbsp;to&nbsp;<em>education.<\/em><\/p>\n\n\n\n<p>Here are some ideas to <a href=\"https:\/\/canny.io\/blog\/reduce-saas-churn-customer-success\/\"  data-wpil-monitor-id=\"91\">reduce churn and win back lost&nbsp;customers<\/a>.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Customer success teams can run webinars and demos to onboard&nbsp;customers<\/li>\n\n\n\n<li>Marketing can:\n<ul class=\"wp-block-list\">\n<li>Create industry-specific how-to guides to maximize customer&nbsp;engagement<\/li>\n<\/ul>\n<\/li>\n\n\n\n<li>Publish customer success stories to show how others have benefited from your&nbsp;product<\/li>\n\n\n\n<li>Use ebooks and whitepapers on industry trends to help put your product in&nbsp;context<\/li>\n<\/ul>\n\n\n\n<p>Try some of these methods to see what improves customer satisfaction the most. Each audience is unique, so experiment to see what&#8217;s best for&nbsp;yours.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Don&#8217;t overlook the importance of winning back customers<\/strong><\/h2>\n\n\n\n<p>Winning back customers is a shockingly overlooked growth strategy. The focus is often on eliminating churn, but having a win-back strategy is just as&nbsp;important.<\/p>\n\n\n\n<p>This is impossible without&nbsp;<a target=\"_blank\" href=\"https:\/\/canny.io\/blog\/need-a-product-feedback-tool\/\" rel=\"noreferrer noopener\"><u>valuable insights from customer&nbsp;feedback<\/u><\/a>.<\/p>\n\n\n\n<p>That&#8217;s because you need feedback to identify your core&nbsp;<em>churn factors.<\/em>&nbsp;That is, you won&#8217;t know why customers jump&nbsp;ship.<\/p>\n\n\n\n<p>When you understand why customers churn, winning back customers gets easier. Try some of these strategies&nbsp;today!<\/p>\n","protected":false},"excerpt":{"rendered":"<p>There are plenty of reasons why a customer might stop using your product or service. Fortunately, for each reason, there&#8217;s also a win-back strategy. <\/p>\n","protected":false},"author":14,"featured_media":5417,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","_lmt_disableupdate":"","_lmt_disable":"","footnotes":""},"categories":[2],"tags":[],"class_list":["post-2723","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-building-saas"],"aioseo_notices":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.1.1 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>How to use customer feedback to win back lost customers - Canny Blog<\/title>\n<meta name=\"description\" content=\"There are plenty of reasons why a customer might stop using your product or service. Fortunately, for each reason, there&#039;s also a strategy to win back customers.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/canny.io\/blog\/how-to-use-customer-feedback-to-win-back-lost-customers\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How to use customer feedback to win back lost customers - Canny Blog\" \/>\n<meta property=\"og:description\" content=\"There are plenty of reasons why a customer might stop using your product or service. 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