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6 Ways To Win Back Your Post-Pandemic Customers

This article is more than 3 years old.

For more than two decades now, I have helped companies figure out how to win and keep customers. Customers are the life blood of any business organization and the dance with them is a delicate one. When they leave us, they have often been wooed by a lower price or a product that they believe better suits their needs. But what happens when, through no fault of our own, circumstances intervene in the relationship? We have just such a case now, and it’s a doozy.

Unless you have been on another planet, you know that we are in an enduring and unprecedented occurrence that has never happened in our lifetimes. Yes, we have had SARS and Ebola, but they didn’t wreak the personal and economic havoc that this monster has. Companies were told to shut down and go home. Retail stores and restaurants closed indefinitely. On purpose we brought on a deep depression that will take years to fully recover from. Our good customers stayed home, too and started to buy their goods online and form new habits that might change things forever going forward.

I am a big fan of sizing up a situation and then dealing with what is. We can’t unscramble these eggs. So, what do we do with them?

1. Take a deep breath and get quiet. Give yourself time to think. It’s easy to panic in these situations and there has been a lot of that. Understandably so. But, here’s the truth: If you had a great relationship with your customers before all this went down, then you most likely still have it. Give your customers some credit. They know this is not your fault. They want to be your customer or they wouldn’t have been one for so long, right? They have options and they chose you. All is not lost.

2. Get busy making it easy for them to come back to you. Don’t muddy the already muddy waters. Reach out. Tell them how much you love them and how you and your team have missed them. Encourage them so that they know you are on the road to being back in business very soon. They’ll be glad to hear that. It will plant the seed that will be harvested later on when things are open again.

3. Send out Your Safety “Playbook.” In it, outline the measures you are taking to keep them safe when they return to you. For example, a face mask is required when they shop, hand sanitation stations will be plentiful, six feet separation is requested, your return policies are flexible given the closure.  

My gym opened this morning but before they did there was a stream of emails preparing the way, detailed descriptions about how they are prepared to do their best to keep us well. I am grateful for that. I have always loved my gym, but I love it more now than ever. I have missed it and it warms my heart to hear how much the leadership there cares. If you care like that, start communicating it now.

4. Be The Ambassador of Encouragement. Kindness and good deeds are more important now than ever. There’s a lot of discouragement out there. People were prospering before all of this, going about their business every day and building something. There was momentum and we all love momentum. Then, in just a few days it all came to screeching halt. Most people that I know love control and they literally hate losing it. Your customers will love hearing your encouragement and some of your plans for the future.

5. Organize Zoom Calls With Your Top Customers or organize a conference call. Keep the agenda friendly and caring.You are simply dropping in to say hello and stay in touch. People are lonely. Do your part.  

6. Gather new customer insights. Get busy gathering customer insights and find out what your customers need from you now. Times have changed. Huddle with your team and compare notes. Devise ways to surprise and delight your customers. (Sometimes a hand-written note of thanks including an unexpected incentive to shop again soon, can do the trick.) Not a note writer? A well-worded subject line email can get them in again, too. The research is clear: engaged customers have a virtually unbreakable bond with the company or organization that serves them. They buy more of your goods and services. They tend to spend more per purchase. They are more tolerant of mistakes. And they sing your praises to others.

And know this: Expect people to be antsy. They are worried about a lot of things. Many parents are homeschooling their kids while still trying to work. They’re tired. They need some hope. Do all you can to spread good cheer.

In short, they love you. So, go get them back. They are waiting to hear from you.

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