Many companies around the world struggle with customers and subscribers leaving their services—a problem known as the churn rate—which companies dread.

…companies, especially when operating in a fiercely competitive environment. The problem is particularly evident in service companies operating in the…

…telecommunications sector. These companies collect customer subscription fees at regular intervals, and every customer who stops paying those fees causes the company a loss.

In Egypt, for example, there was the well-known Mobinil controversy—the company has since become Orange—when many subscribers left the service over a…

…ethical issue involving one of its prominent shareholders, Naguib Sawiris. The company suffered greatly in the aftermath, and its subsequent advertising campaigns showed it trying to…

To win back these former subscribers and encourage them to reactivate their SIM cards by offering them special deals and incentives.

But let’s step away from Mobinil for a moment. This was an ethical issue before it was a marketing issue, and it was difficult to contain at the time because it was not…

It depends on logical, manageable factors, as you’ll see in the case of BellSouth.

BellSouth, a cellphone operator, went through a period in which it faced a rising customer churn rate.

Customers were stopping their service and no longer paying their annual subscriptions, resulting in losses for the company. This brought company leaders together to find solutions.

لهذه المشكلة.

بدأت الشركة تمارس التسويق، و أول خطوة فى Marketing is proper market research, فهم استبينوا العملاء والعملاء المتوقفين عن

to understand why they had stopped using its services. The reasons were clear: some company actions had upset customers, and the company had not compensated them

for certain technical errors during calls—failed calls. The company also gave new subscribers free phones and calls, but did not offer the same benefits to

existing customers.

After gaining a clear understanding of why customers had left, the company began emailing around 3,500 former customers to tell them

they were welcome to return and would receive a free phone and free calls.

The response was initially weak, with a high cost per returning customer. The company began looking for the problem and realized it was sending emails

at the wrong times. It needed to wait until customers were due to renew their subscriptions with the competitor—specifically, 11 months after they stopped

paying for their old subscription and began paying another company. At that point, they would decide whether to return to their former provider, BellSouth,

or stay with their new competitor.

The company also followed up its emails at this ideal time with a phone call to the customer, to make a stronger case for returning and highlight the services

and free offers it would provide.

This time, the company successfully won back 10% of the customers who had left, while also lowering the cost of re-engaging each customer to less than

the cost of acquiring new customers.

.

The company succeeded in winning back customers who had left for several reasons:

1-     It conducted market research بشكل صحيح ودقيق، لم يجتمع فيها مديرى التسويق ليقولوا انه ربما كان السبب كذا او كذا او كذا، بل اداروا

outstanding market research, gathering feedback from customers—especially those who had left the company and stopped using its services—and pinpointing weaknesses and problem areas.

so they can address them in their customer win-back plan.

.

2-     طريقة التواصل، وهى السبب الأهم الذى يساعد الشركات فى استعادة العملاء بل وحلّ اى مشاكل تحدث مع العملاء، فالشركة يجب ان

admit its mistake to the customer, promise to correct it, and address the reasons that led the customer to leave.

.

3-     أيضاً Customer win-back strategy عن طريق الايميلات لم تكن لتحقق النجاح المرجو بدون تكميلها بفكرة المكالمة الهاتفية التى اذابت الجليد

between the customer and the company.

.

4-     Execute your plan intelligently and precisely, فموعد المكالمة وارسال الرسائل كان هام جداً كما رأيت فى حالة استهداف الشركة للعملاء فى الموعد الصحيح.