Standard processes ensure that critical activities take place in a consistent manner. Create one method of contacting defected customers and make it a part of your daily marketing activities. David Friedensohn, CEO of the Internet video retailer BigStar Entertainment Inc., says his company is always focused on direct marketing. Then, based on how often they have purchased in the past and the time since their last order, the company sends out a series of targeted e-mails designed to reactivate their buying behavior. Measure the outcome of your efforts.
Nothing improves unless it is measured.
A good set of customer-recapture metrics should track the number of customers that defect in a given time period and the percentage that ultimately stayed. Jody Dodson is the executive vice president of cPulse LLC, a developer of customer service solutions for Internet businesses.