How to Win Back Customers

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The perception of your relationship with Person X is defined by your last contact with Person X.

If you and Billy have a great relationship for 99 days, and something ugly happens on Day 100, you'll see Billy as TEH SUCK.

Likewise, if you have a horribly-ugly relationship with Billy but then BAM: Billy does something nice for you, you start seeing Billy as one.of.the.greatest.people.ever.

How do you win back customers?

You and Ted have SUCK relationship, but you make your last contact go freakishly/abnormally well for him; Ted starts thinking:

HEY I HAVE A WONDERFUL RELATIONSHIP WITH YOU HI FIVE

  • The last contact overwhelms what happened in the past.

Win customers back, regardless of how much you've messed-up/missed-deadlines/etc. with the simple 2-stepper:

  1. Reach out.
  2. Do something nice for them. (e.g. a free X, advice on X, a gift, etc.)

BAM

You start winning back your customers with great last-contacts.

Likewise, know that if a last encounter goes stale even if you have a great relationship with them up to that point, they'll judge the relationship from the last horrible meeting.

DON'T LET THAT HAPPEN O NO

Win the last contact.

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Posted on January 18

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