Why Your Customers Slip Away & How to Win Them Back
The “Predictive Regret” messaging strategy
Ever had a store or cafe in your area suddenly shut down?
It used to be a bustling spot. Always full of chatter!
But one day there was just a “closed” sign.
On deeper inquiry, you learned something.
Despite the crowd, many were just using the free Wi-Fi and buying minimally.
The cafe’s owner failed to spot the warning signs:
- Decreasing average sales
- Negative online reviews about their coffee
- Customer feedback that went unheeded
But you know what?
Customer drop-offs don’t happen suddenly. There are almost always signs.
How do you spot and fix these signs?
That’s what we’re covering today!!
Bur first…
If this is the first time you’re reading an article by me…
Hi, I’m Rahul Choudhary and I’m the founder of Beef Up Media, the go-to email marketing agency for Creators & SaaS businesses.
🤔 What’s Churn?
In simplest terms?
Churn is when customers stop engaging with a brand.
But it’s not just about the act of leaving.
In typical business terms?
It refers to the rate at which customers stop doing business with a brand.
And it’s the silent killer of long-term success.
Why is it important?
Every customer lost isn’t just a single loss.
It’s recurring revenue that’s gone, possibly forever.
Plus, acquiring a new customer is five times as expensive as retaining an existing one.
Many believe churn is unavoidable.
But in reality?
Many signs of an upcoming churn are often overlooked.
And that’s a mistake that I don’t want you to make.
🚩 Spotting The Red Flags Early
Before customers decide to leave for good, they drop subtle hints.
Recognising these can save your business:
➤ Behavioural changes: Before they churn, customers change how they interact. Are they logging into your service less frequently? Or purchasing your product less often? Or maybe skipping your emails?
➤ Feedback and reviews: A spike in negative feedback isn’t just a PR problem. It’s a churn alert. It’s essential to distinguish between general negative feedback and consistent, recurring issues pointed out by multiple customers.
➤ Financial indicators: If customers delay payments or downgrade their subscriptions, it’s not just a temporary cash-flow issue. It’s a sign.
➤ Customer support interactions: A rise in complaints or multiple reports about the same issue is a glaring warning.
➤ Beyond the obvious: There are silent churn signals as well. Have they stopped engaging with your newsletters (I’m seeing you!) or social media? No recent referrals or brand mentions?
These are the signals you often miss.
If you spot these signs, act!
Here’s how:
🤯 The “Predictive Regret” Messaging Strategy
This is a unique approach I’ve seen only a few businesses use.
This works exceptionally well for SaaS, subscriptions, or memberships!
Instead of traditional re-engagement emails, they send messages about updates and improvements that have been made based on user feedback.
Basically, messages about upcoming features or changes. Especially ones users might’ve been wishing for.
This strategy is not just about informing but also evoking a feeling.
It nudges customers with a hint of “Look what you’d miss if you left.”
Or more like “I hope I don’t regret (in the future) leaving now because of the upcoming stuff”.
It’s the fear of missing out (FOMO), but far more personalised.
Let’s say a segment of users often requests an integration feature.
Even before launching, send a teaser about the upcoming feature.
It’s not just an announcement. It’s a whisper saying, “We listened, and we value you.”
I have spoken to a couple of business owners who implemented this, and they noticed not just reduced churn but an increase in re-engagement as well.
It turns passive users into active contributors, as they feel their voice truly matters.
🤩 Your Action Steps
Here’s what you need to do:
For SaaS, subscription, or membership businesses:
▻ Audit interaction points: Regularly monitor how often your customers interact with your service. (Your analytics or CRM tool will give you these insights!)
▻ Feedback mechanism: Ensure there’s a straightforward way for customers to provide feedback. Regularly review and act on this feedback.
▻ Engage proactively: If a user’s interaction drops by… say 30% or more, reach out to them with a personalised message.
▻ Revise customer onboarding: Ensure new customers have a clear understanding of your service. And maybe a refresher or advanced tutorial could help the older ones.
▻ Implement the “Predictive Regret” technique: As a test, try the technique mentioned above. Track its effectiveness over three months.
▻ Content that clicks: Notice a section of users dropping off after a new feature release? Maybe they’re struggling. How about a quick guide or video tutorial?
For one-off or D2C businesses:
▻ Tailored offers: Let’s say Jane used to order the same dessert every Friday. She’s missed two weeks. Maybe it’s time to send her a “We miss you!” discount on her favourite treat? (This applies to most D2C businesses!)
▻ Direct touch: A simple “Hey, is everything okay?” can also work wonders. It shows you care.
▻ Enhanced experience: If multiple customers highlight the same pain point, address it. Maybe it’s your website’s load time, or perhaps it’s the check-out process.
Remember, every business has churn.
But the businesses that thrive?
They’re the ones who see it coming and act.
🧠 Keep in Mind
I’ve seen businesses transform just by being alert and proactive.
Review your data. Look for patterns.
And when you see a potential sign of churn?
Don’t wait. Address it.
Churn isn’t just a business metric. It’s a storytelling metric.
It’s about understanding the stories behind why customers leave.
And if we listen closely?
These stories have much to teach us.
So keep listening and keep improving.
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