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Re-Courting Customers for Winback Strategies Requires Right Access to Data |
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Written by Administrator
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Thursday, 02 April 2009 10:44 |
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When is a customer simply out of the market for your product? When are they in danger of going to a competitor? And when do they need to be reactivated aggressively or "won back?" With new customers tough to come by, many retailers are finding strategies to define and execute these winbacks. We have compiled five rules for customer winbacks, all of which can only be relevant after the proper data profiles have been completed: Go for the Save Before the Winback: Customer Development Solutions CEO Vernon Tirey believes that any retailer needs to have an "attrition alert." Some of the things to look for are drops in email metrics, lack of web site engagement, and a drop in purchase levels. If an attrition alert shows that a valuable customer may be leaving the company's purchase pattern, a series of sequenced customized emails and direct mail pieces go out. Link: Read the article
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