It’s never been easier yet simply because it’s deemed impossible, very few CEOs happen to do this. I’m talking about one-on-one reach out to customers. And not only customers, but ex-customers.

The context is simple (which is different than easy).

A few decades ago it was closer to impossible than it is today. It’d mean looking for the details they’ve left, calling them one by one, that means a 30-60 second investment on each person at least. Then the conversation, so add some minutes in there as well. All this happens if the preparation is perfectly put in place (i.e. all customers on a list, with at least a contact).

In 2019, though, the game has obviously changed but we forget that. I think we, as humans, have a tendency to deem some efforts not viable at all if they look a bit like impossible. And for tech CEOs that makes sense even more, since it’s mathematically not working out. “I can’t do it 100%, so I won’t do it at all” I’ve heard before.

How about:

1) Website add-on

Somewhere along the way when they’re deciding to unsubscribe or leave the service, a message written by you comes up and initiates a conversation about the reason they’re leaving. Doesn’t have to be long and boring but it also doesn’t have to be too robotic.

I’d sign this personally (like an actual signature, check mine at the end of this post) and alleviate the “pressure” by showing that you understand product X is not a perfect fit for everyone, so it’s absolutely normal to have people leaving.

On the downside, it’s less personal as it can be inferred it’s automatic. Nonetheless, it still shows that you think about this thing. This disadvantage is coming to surface only when compared to the next ideas, as they will be 100% direct and personal.

Indeed, maybe a lot of people won’t answer, departing with their “leave me alone” feelings. My intuition says it’s only one person that needs to answer that could help tremendously. And don’t forget this thing: if there’s frustration or a strong feeling associated with their churn (which means a bigger opportunity for change for you), chances are higher for them to vent.

2) Write a personal email

Even though it’s a more scalable option than the next ones, I’d keep this personal as well and would stay away from a pre-written copy-paste message. On the bright side, your assistant can help you with these and alleviate the “burden” — however, it won’t be a burden anymore when answers are replied and vision comes through.

Add here the signature idea from above as well.

3) Phone Number Text

Tightly linked with the relationship between them and the product, I’d keep this only for medium to long time customers. It’s the most personal reaching out method as it opens up another possibility: a phone call.

If the thought of having a phone call with someone who just stopped paying for your product makes you wince, it’s perfectly understandable. But again, it can be the key to unlocking more for them — or people like them.

And even if your company does good, I think that doing this from time to time makes sure you’re not in an echo chamber. In the end, the market dictates all the time what’s good and what’s not.

4) Social media

Alas, the possibly most powerful option of them all, as looking into their social media profile can give you even more insight about them than simply a combination of numbers which represent a contact. If any option of the above made you think:

“What if the person is totally not who I wanted to have as a customer and I’m actually happy that she left?”

Here’s where you can see it for yourself. When I say the market is right, yes, there’s a lot of individuals in the market. The market of newborns is not right when it comes to elder houses. So on social media (LinkedIn mainly for most of you, but not limited to) you can tell whether it’s a newborn or an elder house patient.

Bonus points if…

If you believe in fate. It can make you think that whoever you’re engaging with was meant to be and not simply a random person out of the 7 billion that are alive. Therefore, it’s not meaningless that this exact human answered your email/text message.

About Ch Daniel

I run chagency, an experiences design agency that specialises on helping tech CEOs reduce user churn. We believe experiences are not only the reason why users choose not to leave but also what generates word of mouth. We’re building a credo around this belief.

I’ve also created an infinitely-valuable app for sneaker/fashion enthusiasts called Legit Check that impacted hundreds of thousands over millions of times – check it out at chdaniel.com/app

Illustration Credit: Aaron Campbell (amazing illustrator)

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