The Art of Winning Customers Back - Dan Pfister

Which marketing strategy consistently delivers the best ROI?

Over the last ten years, we’ve spent thousands of hours testing and executing dozens of different strategies. In total they’ve produced over 50,000 customers and have generated significant revenue. But which strategy consistently delivered the highest ROI? The clear winner, with a 16X ROI, is the customer win-back campaign.

And these campaigns can deliver a superior ROI for almost any type of organization. That’s why businesses ranging from small SaaS companies to billion-dollar enterprises like Dollar Shave Club use them. Why do they work so well? It boils down to this … It’s tough to get a new customer - but it’s relatively easy to win a former customer back. Dan talked about their unique 4-Step Process:

1. Survey 10 previous clients and ask them why they left. Narrow their reasons down to 3-4 key reasons.
2. Now reach out to your past clients and ask them which of the four reasons did they choose to leave.
3. Create a marketing campaign around the one reason which stands out and address the problem with a new solution.
4. BONUS - Build partnerships to re-market to new and existing customers.

Dan talked about several books and business resources:

• The Harvard Business Review, March 2016: https://hbr.org/product/harvard-business-review-march-2016/BR1603-MAG-EN
• 7 Habits of Highly Effective People: https://www.amazon.co.uk/Habits-Highly-Effective-People/dp/0684858398
• Outliers – Malcolm Gladwell: https://www.amazon.co.uk/Outliers-Story-Success-Malcolm-Gladwell/dp/0141036257/
• Focus – Daniel Goleman: https://www.amazon.co.uk/Focus-Hidden-Excellence-Daniel-Goleman/dp/1408845881/
• Blue Ocean Strategy: https://www.amazon.co.uk/Blue-Ocean-Strategy-Expanded-Uncontested/dp/1625274491/

If you’d like to contact Dan personally:

you can email him dan@customerwinback.com 

I would also highly recommend hopping onto https://customerwinback.com/ 

and completing their ROI Calculator and also watching the Four Minute Case Study Video.

And finally if you’d like to connect with Dan on LinkedIn you can do so here: https://www.linkedin.com/in/danmpfister/ 

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