The other night Shannon, a member of our account management team, was chatting with her husband over a glass of wine and a stack of bills.
“How long have we been supporting these guys?” he said, holding up an appeal mailing from a high-profile NZ charity.
“A couple of years,” she replied.
“Okay. Well that must have added up to a decent amount…maybe it’s time to support someone else?”
And in that one conversation, a valuable, regular donor was lost.
The organisation had done nothing wrong. They’d stayed in contact with their donor, always said ‘thank you’, shared information regularly about their achievements and had even offered them more opportunities to support.
But sometimes, no matter how hard we try, even our satisfied customers leave. Whatever business we’re in, a small amount of attrition is an inevitable part of the customer cycle. That’s why we need to ensure our ongoing customer engagement strategy is designed to not only retain but replace.
What customer acquisition strategy do you have in place, to replace the satisfied customers that will inevitably fall away?
Whether you’re a gun at acquisition, or just starting out, check out our handy guide:
If you’d like to find out more about how we can help with customer acquisition, please get in touch via our contact page. We’d love to hear from you.