Hello Again!

"Sleeping dogs should not be awakened." In many cases, this proverb is a good counselor, but not when it comes to sleeping or inactive customers. The customer base that is in Dornrösches Sleep has enormous potential.

Inactive customers are a problem for many companies. Unfortunately, most customers who have purchased a product or service from you will never do it again. This means for your company that you need to constantly gain new customers in order to maintain the intended sales. The recovery of inactive customers is not an easy task. It takes time, effort and also money. Nevertheless, it is a very rewarding investment, as inactive customers are often very profitable customers. And it is known that it costs you less effort to run customer reactivation than a successful lead generation.


Here you will get tips and inspiration on how to reactivate inactive customers before they lose you completely.


FIRST RECOGNIZE THE INACTIVE CLIENT:IN 

To identify your inactive customers, you need to analyze your customer base in detail. The data from CRM/ERP provide an ideal basis for this. Who hasn't ordered anymore in a long time? Where was there no contact after complaints? Where will sales decrease? Which contracts have expired without renewal? Which customer have you not contacted for a long time? Were there any personal changes in your clientele? If you answer these and similar questions, you will know where your customers are in the Customer Life Cycle. Inactive customers are in the termination and abstinence phase. Learn more about the Customer Life Cycle in our Analytics blog post No. 3. 


INACTIVE CUSTOMER: INNER REVIEW AND PRIORITY 

It may be worthwhile to evaluate and prioritize the previously inactive customers. Including customer value can be helpful in targeting your funds where it is most profitable. For example, use analysis such as the classic ABC analysis. Another assessed possibility is the RFM analysis. It is based on the three benchmarks Recency, Frequency and Monetary. Or take into account the Customer Lifetime Value and find out where you can use your advertising margin most promisingly. Thanks to Customer Analytics there are various ways to get a 360° view of your customers and thus increase the marketing efficiency enormously. 


GET YOUR UPDATED ATTENTION 

Has your product portfolio changed since the last contact with the inactive customers? Do you have any news or developments that the sleeping customer probably does not know yet? Then start, make your attention to your new offers and let your customers know that you are looking for an up-to-date and attractive range. A mailing, whether print or digital, is a wonderful way to present your new products to your sleeping customer. Do not forget to provide your mailing with QR codes or direct links, so that your recipients can quickly and uncomplicatedly get to your news and the customer journey continues seamlessly. 


QUESTION FOR SATISFACTION 

One of the most common reasons why you lose customers is dissatisfaction. The triggers for this are varied, so for example your offer no longer fits the needs, the price is no longer attractive enough, the customer service does not meet the requirements, etc. Regardless of the reason why the customer does not use your offer, if you do not ask for it, the customer will soon be lost. Use different ways to ask about customer satisfaction, whether in person, by phone or with an online survey via a newsletter. The sooner you recognize the dissatisfaction of your customers, the greater the chance to create the turn and bring enthusiasm again. 


RECOMMEND THE COMBACK 

As with customer engagement, it is recommended to create an attractive incentive for customer reactivation. Reward your customer for ordering from you again. How about a "Welcome Back" gift? This can take different forms, whether as a discount or goodie does not matter. Often, potential new customers receive attractive entry prices, discounts, discounted subscriptions etc. Existing customers will not be taken into account in such promotions. Surprise sleeping customers with a unique offer, ideally one that is perfectly tailored to them. 


LEARN THE INACTIVE CUSTOMER: INNER BETTER 

As just mentioned, it is desirable to offer your inactive customers an offer that suits them. An individual and not just personalized customer response increases the chance of a high response rate enormously. So analyze your customer base and find out what moves your customers and what offers are really relevant to them. If your customer base does not provide enough feed for this, you can have existing customers enriched with additional meaningful criteria. Learn how to do this in our Analytics blog post No. 2 “How Your Customer Ticks”. 


NEEDS CHANGE 

Traditionally, the customer base is often divided into ABC customers. Depending on the category, a group of customers will then be taken care of more or less intensively. Over the years, it can happen that A becomes a C customer because your offer no longer meets your needs. The world is constantly changing and what is today State of the Art will no longer be in demand tomorrow. In case of inactive customers, check whether your needs have changed and whether you can meet them with a new offer. This not only increases your chances of a successful recovery, it also has the effect that your portfolio is always up to date and close to the needs of the market. 


DO YOU HAVE YOUR INACTIVE CLIENT: IN? 

Much has changed since 2020 – companies have closed, office space has been dismantled, jobs have been changed, and people have moved to larger apartments because of the home office. Are you sure that you have followed up on all the changes in your customer base? Are your inactive customers still where you think they are, or do they even exist? Address management is a demanding thing and it is not always easy to deal with in the manual implementation. We provide support in the areas of address qualification, address cleaning and address enrichment. This allows you to keep both your B2B and B2C addresses up to date and at a high quality level. Regular cleaning of your address database increases responsiveness, minimizes costs, and thus increases the success of your reactivation campaigns. That sounds good, doesn't it? 


RECOGNIZE THE EVOLUTION STANDARDS AS PRIMARY AS POSSIBLE 

In daily business, it can happen that you lose sight of your existing customers a little too much and recognize their tendency to migrate too late. As in many areas, in customer reactivation, it is better to act than to react. Therefore, keep an eye on the changes in your customer base, regularly create statistics and analyses to detect vulnerable and inactive customers as quickly as possible and proactively engage in the dialogue. Because the sooner you search for active communication with your potential wanderer, the better the chance to keep this group of customers and save them from the deep sleep of thorns. 


If you have any questions about the mentioned tips, our professionals are happy to help you!