We may not be in a real depression (yet), but a lot of marketers could use some Zoloft about now. Customer attrition is throwing a wrench in our plans for the quarter, if not the year.
My usual take on things is to see the glass as half full -- but it seems pretty empty. New leads and new customers are certainly harder to come by and churn is depleting the base. It’s become even more important to focus on current customers and stem the losses.
Here are a few ideas:
1. Segment your list and get closer to your most valuable customers. Take a look at what they’ve been up to and make them a sweet offer.
2. Survey customers and find out what you should stop doing. What irritates them about your customer service? What inconveniences them that you can fix?
3. Take a holistic view of your customer marketing program. What should trigger a communication from you? And what’s the call to action?
4. Start a dialog. Do you need a company blog or a presence on Twitter? It couldn’t hurt.
5. Stop marketing to the customers who cost more than they’re worth. You don’t need to "defriend" them. Just ignore them. This money-saving idea will allow you to move budget to the customers who deserve your attention.
Customers, as we like to say, are the reason you’re in business. If you think you’re depressed, remember they could use a little TLC, too.