Disappearing Customer? Where Did He or She Go?
You don't need to be Sherlock Holmes when it comes to working out the 'Mystery of the Disappearing Customer.' This isn't a case for Miss Marple, Hercule Poirot, or any other detective found in the works of Agatha Christie. There's no point ringing the police, telling them that:
I used to have customers, but now they have disappeared. I suspect they may have been abducted by aliens."
If your once valued customers haven't made an appearance recently, there probably isn't a great mystery at all. The reason might be a very simple one. So, while they may have been abducted by aliens, the answer is probably a lot more straightforward. And as Holmes himself would usually utter, quite elementary.
You see, they probably haven't disappeared at all. They still exist, but for whatever reason, they have decided to leave you.
Here Are the Reasons Why Your Customer May Have Disappeared
Reason #1: Yours Isn't the Only Business on the Block
Unless your business is completely unique, you need to remember your competition. Yours isn't the only business on the high street or operating online. Your customers are fickle people, and if they can find a better deal elsewhere, then they will probably leave your business in the dust and move on. It sucks, but that's a reality.
To bring your customers back, you need to research your nearest competitors, Find out what they might be offering customers, and do your best to improve your business. Set up a Google alert on them to make this easy!
So, you might drop your prices, for example, or you might want to work on creating an enhanced product or service. You should then get the word out to past and current customers through email and social media to let them know the changes that have been made.
Reason #2: Your Customer Service is Terrible
As a business owner, you need to value your customers. If they feel ignored or disrespected, then they aren't going to stick around for long. As a business owner, you need to focus on awesome customer service . You expect it when you use the services of another business.
If you are kept waiting on the phone for an age, or if you are treated with brusque responses, you are unlikely to have a high opinion of the business in question. The same is true for your customers. Treat them badly, and they will disappear faster than you can say "I'm too busy to speak to you."
Tip: Treat people how you would want to be treated. Whenever you speak to a customer, treat them with patience and respect. Respond to queries and complaints quickly and appropriately. But if you know your customer service has been lax, start to turn things around now.
And if you know you have upset past customers in any way, do the honorable thing and apologize to them. This will go some way towards countering the next point in this article.
Reason #3: Your Reputation Isn't Great
Possibly as a result of poor customer service, your reputation as a business may have nosedived. Should your business operate unethically in any way, the same is also true. Consider such companies as Nestle , as an example, who are the subject of endless boycotts. If your business has done anything to sway public opinion against you, then you are going to see the consequences.
Your customers will complain about you on social media and review sites. The media might print bad things about you. And when people hear negative words about you, be they past, current, or potential customers, they will probably steer clear and take their business elsewhere.
Tip: It's difficult to come back from a bad reputation, but it's not impossible. You need to do all you can to fix any issues, and this includes making the necessary changes to your business, apologizing to customers directly, be that on the phone or in a response to a bad review, and doing something to attract positive attention from the press .
People are slow to forget businesses who have garnered a bad reputation, but they might be willing to forgive if you can show them you have learned from your mistakes.
Reason #4: You Aren't Remarketing
As a business owner, you should understand the importance of marketing to attract new customers, but you should also have a remarketing strategy in place . This is your way to remind past customers that you still exist and to encourage them to come back to you.
Otherwise, your previous customers might move on to other business when they require a certain product or service, and absent-minded as some people are, they might also forget that you exist.
Tip: You need to get back in touch with previous customers through email or on social media with a reminder. Offer incentives, such as special offers and VIP rewards. Or, let them know about new stock or services that your business has to offer.
You might also send out customer satisfaction surveys, as not only will your email remind your customers that you are still around, but you might also receive feedback through the surveys explaining why your past customers haven't used your service.
Be mindful, however. While remarketing is useful, you need to be mindful of the next point.
Reason #5: You Are Spamming Your Customers
You want your past customers to return to you, but you don't want to appear too desperate. Constantly spamming them with emails or social media messages to win back their custom might be counterproductive.
You might frustrate them, and this could cause them to block you or relegate your emails to their trash bins. The same applies to your current customers; an email a week is reasonable, but one a day is going a little too far.
Tip: As we suggested, limit the number of emails you send. And when you do send them, ensure you have something valid to say, such as news of an offer or improvements to your business. If you fail to get many responses, you might want to use email tracking software like Copper , as this way, you will be able to see if the emails you are sending are actually being opened.
It might be that the email addresses you are sending to are no longer in use. Or maybe your past customers no longer have any interest in you. While you could try to resend your emails with more enticing subject headers, you might also (eventually) stop wasting time contacting people who can't or don't want to be bothered by you.
Final Thoughts on Your Disappearing Customers
Chances are, if some of your customers have disappeared, then the clue as to why is somewhere within the reasons above. In each case, the onus is on you to make changes to your business to bring your customers back. However...
There May Be Reasons Beyond YOUR Control
If a customer has died, for example, then short of a miracle, there is no way you are going to bring them back. If any of your customers have altered their lifestyles, then your business might now be irrelevant to them.
Alternatively, your old customers may have actually been abducted by aliens. In which case, short of contacting NASA or the authorities to beam them back down to earth, your only option is to wish upon a star and hope they one day return to you!
So, as a Business Owner, You Need to Focus on Two Things:
Firstly, if you can work out why your customers have disappeared, and there is still a chance to win them back to you. Then do what needs to be done. A few changes to your business, alongside a few reminders, that they, you do still exist, might bring your old customers back.
Learn from any mistakes you have made in the past. Then work harder to keep hold of your customers going forward.
Secondly, know when it's time to give up the hunt. If you have tried to find and win back your past customers, but have little success within your efforts, move on. As there are plenty more fish in the sea, there are also plenty more customers out there.
Work on your marketing! Ensure your business is attractive to others and find ways to keep the new customers you acquire.
Have you experienced disappearing customers? What are YOU doing now to get them back? I'd love to know more in the comments below.
