Inactive customers may be less costly to serve, but they’re more likely to churn. Keeping in touch with customers is essential to developing, retaining, and growing customer relationships—and these eight best practices can help.
Healthy customer relationships require an ongoing dialogue. This dialogue consists of a mix of:
- Regular interactions through digital media
- Self-help materials
- User communities
- Direct interaction with your Support and Customer Success team members
To accelerate time-to-value, nurture long-term relationships, and drive recurring revenue, leverage these eight strategies for keeping in touch with customers:
- Develop a communications plan based on onboarding programs, success plans or journey maps to determine type and frequency of contact.
- Proactively communicate with customers on a regular basis through newsletters, social media, blog posts and contact by Customer Success team members.
- Introduce best practices and new ways for customers to use and apply your products through workshops and webinars.
- Extend relationships beyond technical points of contact to end-users and executive stakeholders.
- Prioritize proactive contact based on customer relationship value.
- Look for opportunities to expand quantity and quality of interactions through digital outreach.
- Conduct periodic Executive or Quarterly Business Reviews (EBR / QBR) with customers.
- Proactively contact inactive customers to determine the reason for inactivity and what actions, if any, can be taken to preserve the relationship.