{"id":16483,"date":"2018-10-28T15:15:16","date_gmt":"2018-10-28T12:15:16","guid":{"rendered":"https:\/\/www.ibtdi.com\/?p=16483"},"modified":"2018-10-28T00:54:41","modified_gmt":"2018-10-27T21:54:41","slug":"how-does-the-company-recover-its-missing-customers","status":"publish","type":"post","link":"https:\/\/www.ibtdi.com\/en\/how-does-the-company-recover-its-missing-customers\/","title":{"rendered":"How Can a Company Win Back Lost Customers?"},"content":{"rendered":"

\"Cute<\/p>\n

 <\/p>\n

Many companies around the world struggle with customers and subscribers leaving their services\u2014a problem known as the churn rate\u2014which companies dread. <\/span><\/p>\n

\u2026companies, especially when operating in a fiercely competitive environment. The problem is particularly evident in service companies operating in the\u2026 <\/span><\/p>\n

\u2026telecommunications sector. These companies collect customer subscription fees at regular intervals, and every customer who stops paying those fees causes the company a loss.<\/span><\/p>\n

In Egypt, for example, there was the well-known Mobinil controversy\u2014the company has since become Orange\u2014when many subscribers left the service over a\u2026 <\/span><\/p>\n

\u2026ethical 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\u2026 <\/span><\/p>\n

To win back these former subscribers and encourage them to reactivate their SIM cards by offering them special deals and incentives.<\/span><\/p>\n

But let\u2019s 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\u2026<\/span><\/p>\n

It depends on logical, manageable factors, as you\u2019ll see in the case of BellSouth.<\/span><\/p>\n

BellSouth, a cellphone operator, went through a period in which it faced a rising customer churn rate. <\/span><\/p>\n

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.<\/span><\/p>\n

\u0644\u0647\u0630\u0647 \u0627\u0644\u0645\u0634\u0643\u0644\u0629.<\/span><\/p>\n

\u0628\u062f\u0623\u062a \u0627\u0644\u0634\u0631\u0643\u0629 \u062a\u0645\u0627\u0631\u0633 \u0627\u0644\u062a\u0633\u0648\u064a\u0642\u060c\u00a0\u0648\u00a0\u0623\u0648\u0644 \u062e\u0637\u0648\u0629 \u0641\u0649 Marketing<\/a> is proper market research,<\/strong>\u00a0\u0641\u0647\u0645 \u0627\u0633\u062a\u0628\u064a\u0646\u0648\u0627 \u0627\u0644\u0639\u0645\u0644\u0627\u0621 \u0648\u0627\u0644\u0639\u0645\u0644\u0627\u0621 \u0627\u0644\u0645\u062a\u0648\u0642\u0641\u064a\u0646 \u0639\u0646 <\/span><\/p>\n

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 <\/span><\/p>\n

for certain technical errors during calls\u2014failed calls. The company also gave new subscribers free phones and calls, but did not offer the same benefits to <\/span><\/p>\n

existing customers.<\/span><\/p>\n

After gaining a clear understanding of why customers had left, the company began emailing around 3,500 former customers to tell them<\/span><\/p>\n

they were welcome to return and would receive a free phone and free calls.<\/span><\/p>\n

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 <\/span><\/p>\n

at the wrong times. It needed to wait until customers were due to renew their subscriptions with the competitor\u2014specifically, 11 months after they stopped<\/span><\/p>\n

paying for their old subscription and began paying another company. At that point, they would decide whether to return to their former provider, BellSouth,<\/span><\/p>\n

or stay with their new competitor.<\/span><\/p>\n

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<\/span><\/p>\n

and free offers it would provide.<\/span><\/p>\n

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 <\/span><\/p>\n

the cost of acquiring new customers.<\/span><\/p>\n

.<\/p>\n

The company succeeded in winning back customers who had left for several reasons:<\/span>
\n<\/u><\/span><\/h2>\n

1-\u00a0\u00a0\u00a0\u00a0\u00a0It conducted market research<\/strong>\u00a0\u0628\u0634\u0643\u0644 \u0635\u062d\u064a\u062d \u0648\u062f\u0642\u064a\u0642\u060c \u0644\u0645 \u064a\u062c\u062a\u0645\u0639 \u0641\u064a\u0647\u0627 \u0645\u062f\u064a\u0631\u0649 \u0627\u0644\u062a\u0633\u0648\u064a\u0642 \u0644\u064a\u0642\u0648\u0644\u0648\u0627 \u0627\u0646\u0647 \u0631\u0628\u0645\u0627 \u0643\u0627\u0646 \u0627\u0644\u0633\u0628\u0628 \u0643\u0630\u0627 \u0627\u0648 \u0643\u0630\u0627 \u0627\u0648 \u0643\u0630\u0627\u060c \u0628\u0644 \u0627\u062f\u0627\u0631\u0648\u0627 <\/span><\/p>\n

outstanding market research, gathering feedback from customers\u2014especially those who had left the company and stopped using its services\u2014and pinpointing weaknesses and problem areas. <\/span><\/p>\n

so they can address them in their customer win-back plan.<\/span><\/p>\n

.<\/p>\n

2-\u00a0\u00a0\u00a0\u00a0\u00a0\u0637\u0631\u064a\u0642\u0629 \u0627\u0644\u062a\u0648\u0627\u0635\u0644\u060c<\/strong>\u00a0\u0648\u0647\u0649 \u0627\u0644\u0633\u0628\u0628 \u0627\u0644\u0623\u0647\u0645 \u0627\u0644\u0630\u0649 \u064a\u0633\u0627\u0639\u062f \u0627\u0644\u0634\u0631\u0643\u0627\u062a \u0641\u0649 \u0627\u0633\u062a\u0639\u0627\u062f\u0629 \u0627\u0644\u0639\u0645\u0644\u0627\u0621 \u0628\u0644 \u0648\u062d\u0644\u0651 \u0627\u0649 \u0645\u0634\u0627\u0643\u0644 \u062a\u062d\u062f\u062b \u0645\u0639 \u0627\u0644\u0639\u0645\u0644\u0627\u0621\u060c \u0641\u0627\u0644\u0634\u0631\u0643\u0629 \u064a\u062c\u0628 \u0627\u0646 <\/span><\/p>\n

admit its mistake to the customer, promise to correct it, and address the reasons that led the customer to leave.<\/span><\/p>\n

.<\/p>\n

3-\u00a0\u00a0\u00a0\u00a0 \u0623\u064a\u0636\u0627\u064b\u00a0Customer win-back strategy<\/strong>\u00a0\u0639\u0646 \u0637\u0631\u064a\u0642 \u0627\u0644\u0627\u064a\u0645\u064a\u0644\u0627\u062a \u0644\u0645 \u062a\u0643\u0646 \u0644\u062a\u062d\u0642\u0642 \u0627\u0644\u0646\u062c\u0627\u062d \u0627\u0644\u0645\u0631\u062c\u0648 \u0628\u062f\u0648\u0646 \u062a\u0643\u0645\u064a\u0644\u0647\u0627 \u0628\u0641\u0643\u0631\u0629 \u0627\u0644\u0645\u0643\u0627\u0644\u0645\u0629 \u0627\u0644\u0647\u0627\u062a\u0641\u064a\u0629 \u0627\u0644\u062a\u0649 \u0627\u0630\u0627\u0628\u062a \u0627\u0644\u062c\u0644\u064a\u062f <\/span><\/p>\n

between the customer and the company.<\/span><\/p>\n

.<\/p>\n

4-\u00a0\u00a0\u00a0\u00a0\u00a0Execute your plan intelligently and precisely,<\/strong>\u00a0\u0641\u0645\u0648\u0639\u062f \u0627\u0644\u0645\u0643\u0627\u0644\u0645\u0629 \u0648\u0627\u0631\u0633\u0627\u0644 \u0627\u0644\u0631\u0633\u0627\u0626\u0644 \u0643\u0627\u0646 \u0647\u0627\u0645 \u062c\u062f\u0627\u064b \u0643\u0645\u0627 \u0631\u0623\u064a\u062a \u0641\u0649 \u062d\u0627\u0644\u0629 \u0627\u0633\u062a\u0647\u062f\u0627\u0641 \u0627\u0644\u0634\u0631\u0643\u0629 \u0644\u0644\u0639\u0645\u0644\u0627\u0621 \u0641\u0649 \u0627\u0644\u0645\u0648\u0639\u062f \u0627\u0644\u0635\u062d\u064a\u062d.<\/span><\/p>\n

","protected":false},"excerpt":{"rendered":"

  \u062a\u0639\u0627\u0646\u0649 \u0627\u0644\u0639\u062f\u064a\u062f \u0645\u0646 \u0627\u0644\u0634\u0631\u0643\u0627\u062a \u0641\u0649 \u0627\u0644\u0639\u0627\u0644\u0645 \u0645\u0646 \u0645\u0634\u0643\u0644\u0629 \u0627\u0646\u0633\u062d\u0627\u0628 \u0646\u0633\u0628 \u0645\u0646 \u0627\u0644\u0639\u0645\u0644\u0627\u0621 \u0648\u0627\u0644\u0645\u0634\u062a\u0631\u0643\u064a\u0646 \u0645\u0646 \u062e\u062f\u0645\u0627\u062a\u0647\u0627\u00a0\u2013\u00a0churn rate \u0648\u0647\u0649 \u0627\u0644\u0645\u0634\u0643\u0644\u0629 \u0627\u0644\u062a\u0649 \u062a\u0631\u0639\u0628 \u0627\u0644\u0634\u0631\u0643\u0627\u062a \u062e\u0635\u0648\u0635\u0627\u064b \u0639\u0646\u062f\u0645\u0627 \u062a\u0639\u0645\u0644 \u0627\u0644\u0634\u0631\u0643\u0629 [\u2026]<\/span><\/p>\n","protected":false},"author":3,"featured_media":16490,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_ibtdi_aa_focus_keyword":"","_ibtdi_aa_secondary_keywords":"","_ibtdi_aa_audience":"","_ibtdi_aa_tone":"","_ibtdi_aa_summary":"","_ibtdi_aa_reviewer_name":"","_ibtdi_aa_reviewer_bio":"","_ibtdi_aa_reviewer_url":"","_ibtdi_aa_reviewed_date":"","_ibtdi_aa_service_id":"","_ibtdi_aa_related_ids":"","_ibtdi_aa_human_reviewed":"","_ibtdi_aa_disable":"","_ibtdi_aa_disable_links":"","_ibtdi_aa_sources":"","_ibtdi_aa_update_notes":"","footnotes":""},"categories":[491],"tags":[2522,15851,17553,781,10017,17554,1083,13689],"class_list":["post-16483","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-491","tag-2522","tag-15851","tag-17553","tag-781","tag-10017","tag-17554","tag-1083","tag-13689"],"_links":{"self":[{"href":"https:\/\/www.ibtdi.com\/en\/wp-json\/wp\/v2\/posts\/16483","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.ibtdi.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.ibtdi.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.ibtdi.com\/en\/wp-json\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"https:\/\/www.ibtdi.com\/en\/wp-json\/wp\/v2\/comments?post=16483"}],"version-history":[{"count":0,"href":"https:\/\/www.ibtdi.com\/en\/wp-json\/wp\/v2\/posts\/16483\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.ibtdi.com\/en\/wp-json\/wp\/v2\/media\/16490"}],"wp:attachment":[{"href":"https:\/\/www.ibtdi.com\/en\/wp-json\/wp\/v2\/media?parent=16483"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.ibtdi.com\/en\/wp-json\/wp\/v2\/categories?post=16483"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.ibtdi.com\/en\/wp-json\/wp\/v2\/tags?post=16483"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}