Think of them as your customers—even when they’re heading out the door. That’s the ideal approach when a customer lapses. Churn is built into every business model, but just because churn is expected doesn’t mean it has to be accepted.

Today’s customer-centered economy means every customer should feel your product is built around their needs. After investing time and effort into helping your customer through the onboarding and adoption phase, it can be discouraging to see them leave.

You don’t have to give up on your customers, though. There are several strategies to win back lost customers that can rekindle your relationship and retain the investment you made in their success.

Why Did They Churn?
Every cancellation is an opportunity to learn more about how customers experience your business and how you can improve your customer success efforts. Viewed this way, customer churn can provide valuable insight for customer success teams.

Many factors can contribute to churn, but generally, customer cancellations are driven by the following motivations:
1. Your service has not provided sufficient value.
2. Your customer needs to reduce costs.
3. Your solution is no longer needed.
4. Your service wasn’t fully adopted.
5. There was poor visibility into the value your product provided.
6. Your customer changed key personnel.
7. Cheaper or trendier alternatives become available.

Many of these motivations can be matters of perception. If your customers say your service isn’t returning value, for instance, the real problem may lie in the way you educate and engage with your customer. The good news is that improved communication and targeted campaigns are the best weapons at your disposal when trying to win back a lapsed customer.

The 5 Best Strategies to Win Back Lost Customers
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