Small businesses rely on loyal customers, but it’s not always easy to keep the clients you have. A better deal from a competitor, a mistake on your part, no reason at all — customers have many reasons for moving on. Don’t let a lost customer leave you feeling hurt. Dig deeper to find out exactly what went wrong.
Did your lost customer give any indication that a departure was imminent? Look back through the client files to see if there were signs. Perhaps the client had issues with the product or service. Maybe he raised concerns or decreased the amount of business he did with you before ending the business relationship completely. A little research can help reveal where things went wrong.
Conduct a Survey
Have you ever unsubscribed from an email list? Many times after hitting “unsubscribe” the website redirects you to a short survey asking why you no longer want to receive emails from the company. Use this as inspiration for your own exit survey.
You don’t want to nag a client after he moves on, but conducting a brief survey or interview is an effective way to gather feedback. Ask the client if he is willing to share his reasons for leaving. Ask if there was anything you could have done better to improve his experience. Compare those results with the results from other clients you’ve lost. Look for similarities in the responses to figure out what is going wrong.
It’s easy to just move on and focus on other clients, but giving your lost clients attention can help your company going forward. Address common concerns with new and existing clients. If lost customers complained that your company didn’t offer enough attention or personalized solutions, work on building stronger relationships with your customers.