CCSM- 106

RE- ENGA GING

DISENGA GED CUSTOM ERS
Workb ook
LEA RNING
GOA LS

1
Artic ula te the c om m on
sym p tom s of a
d iseng a g ed c ustom er.

Desc rib e a nd rec og nize

2 the c om m on root c a uses

of c ustom er
d iseng a g em ent.

3
Use insig ht a nd c rea tivity
to form ula te a stra teg y for
re- eng a g em ent.

4
Ap p ly sim p le ta c tic a l
a p p roa c hes to re- eng a g e
with c ustom ers.

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TA BLE OF
CONTENTS
TOPIC PAGE
WHAT EXACTLY DO WE MEAN BY DISENGAGED? 4

WHY DO CUSTOMERS GO DARK? 5

VARYING ENGAGEMENT LEVELS 6

STRATEGIES FOR RE- ENGAGEMENT 7

DELIVERING VALUE 8

EXAMPLES 9

PREPARING TO RE- ENGAGE 11

FOR EMERGENCY USE ONLY 13

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 W HA T EXA CTLY
DO W E M EA N BY
DISENGA GED?
Cu st om ers w h o a re d isen g a g ed a re:
- Not using the p rod uc t
- Not resp ond ing to em a ils
- Not a ttend ing your web ina rs
- Not p ic king up the p hone
- Not showing up to m eeting s

La c k of eng a g em ent is often a sym p tom of thing s

outsid e of your c ontrol.
But it's your job to und ersta nd wha t a typ ic a l level of
eng a g em ent looks like for ea c h of your a c c ounts.

Do y ou h a v e a n y d isen g a g ed c u st om ers rig h t n ow ? In w h a t

w a y a re t h ey d isen g a g ed a n d w h y d oes t h a t c on c ern y ou ?

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 W HY DO
CUSTOM ERS
GO DA RK?
Th ere a re m a n y rea son s w h y a c u st om er m a y st op
resp on d in g . Here a re som e t h in g s t o a sk y ou rself b efore
y ou p a n ic :
- Are you c ha sing the rig ht p erson?
- Is the p erson still with the c om p a ny?
- Ha s there b een a c ha ng e in role or resp onsib ilities?
- Wha t other thing s c ould b e ha p p ening in the
c ustom er?s world ?
- Do they ha ve other hig her p riority thing s on their
p la te rig ht now?

Is t h e a c t u a l p rob lem t h e W AY y ou ?re t ry in g t o en g a g e?

- Wha t is their p ersona lity typ e?
- Wha t a re their c om m unic a tions p referenc es?
- Could they ha ve thing s g oing on outsid e of work tha t
a re releva nt?

Ca n y ou d esc rib e a t im e a c u st om er w en t 'd a rk ' on y ou ? How

d id it feel a t t h e t im e? W h a t d id y ou t h in k w a s h a p p en in g ?

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 VA RYING
ENGA GEM ENT
LEVELS
- La c k of eng a g em ent is often c a used b y fa c tors tha t you
c a n?t c ontrol.
- It is q uite c om m on for c ustom ers to d rop off the ra d a r
from tim e to tim e.
- The risk c om es when la c k of eng a g em ent c ontinues for
m onths.
- Without som e form of reg ula r eng a g em ent, it?s ha rd to
b uild trust a nd d eliver va lue.

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 STRA TEGIES FOR
RE- ENGA GEM ENT
To re- en g a g e y ou r c u st om ers, y ou n eed :
The c orrec t m essa g e.
Delivered to the c orrec t p erson.
At the c orrec t tim e.
Via the c orrec t c ha nnel.

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 STRA TEGIES FOR
RE- ENGA GEM ENT
W h a t is y ou r g oa l for en g a g in g ?
- To c ollec t inform a tion?
- To d eliver va lue?
- Or just to feel b etter?

W h o is t h e rig h t p erson t o en g a g e w it h ?
- The rig ht p erson d ep end s on your g oa l for the
intera c tion.
- Wha t is the q ua lity of your existing rela tionship ?

W h en is t h e rig h t t im e?
- Be a wa re of sea sona lity.
- Think a b out m onthly work c yc les.
- Even d a y of the week c a n m a ke a d ifferenc e.

W h a t ?s t h e b est w a y t o rea c h ou t ?
- Every p erson resp ond s d ifferently to d ifferent
c om m unic a tion c ha nnels.
- Think a b out c a d enc e of follow- up .
- Avoid b ec om ing a p est.

Th is is c loser t o a n a rt t h a n sc ien c e!

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 DELIVERING
VA LUE
Be c a reful not to m ista ke your g oa ls for the c ustom er?s g oa ls.

Delivering zero va lue is a sure- fire wa y to m a ke eng a g ing in

the future even ha rd er.

Try to d eliver va lue with EVERY intera c tion.

W rit e d ow n som e w a y s t h a t y ou c ou ld b et t er d eliv er v a lu e t o

y ou r c u st om ers d u rin g ea c h of y ou r in t era c t ion s.

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 EXA M PLES

?I thoug ht I?d d rop you a n em a il a nd

BA D see how thing s a re g oing . When c a n
we c ha t??

?I?d like to offer m y a ssista nc e with

BETTER help ing you g et m ore va lue out of
our p rod uc t. When c a n we c ha t??

?I wa s reviewing your a c c ount a nd

notic ed you?re not using this
BEST fea ture. In our exp erienc e, this
fea ture red uc es the tim e to d o XYZ
b y 40%. When c a n we c ha t??

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 PREPA RING TO
RE- ENGA GE
When it c om es to trying to re- eng a g e a d iseng a g ed
c ustom er, you?ve lim ited c ha nc es to g et it rig ht.

Do You r Resea rc h
- Chec k for rec ent soc ia l m ed ia p osts. Wha t d o they
c a re a b out?
- Sp ea k to your c ollea g ues to id entify a ll rec ent touc h
p oints.
- Chec k p rod uc t usa g e.

Cra ft a Relev a n t Messa g e

- Build ra p p ort b y find ing c om m on g round .
- Deliver som e free va lue.
- Tea se som e a d d itiona l va lue.
- Be c lea r on your a sk.
- Ma ke the c a ll- to- a c tion fric tionless.

List som e w a y s in w h ic h y ou c ou ld 't ea se v a lu e' a s p a rt of a

re- en g a g em en t ou t rea c h .

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 PREPA RING TO
RE- ENGA GE ( CONT.)
Pic k You r Ch a n n el
- Em a il or p hone?
- Hyb rid ?

Tim in g is Ev ery t h in g
- Look for c lues to when your ta rg et is m ost likely to
resp ond .
- Use em a il tra c king to g et visib ility into when your em a il
ha s b een rea d .

Mea su re t h e effec t iv en ess of t h e d ifferen t

a p p roa c h es
&
Sh a re lea rn in g s w it h c ollea g u es

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 FOR EM ERGENCY
USE ONLY
In extrem e situa tions, extrem e m ea sures m a y b e need ed !
- Food or g ift d elivery
- Soc ia l m ed ia p ing
- Phone a friend ( c ollea g ue)
- Ca ll from a d ifferent num b er
- Arra ng e a ?c ha nc e?m eeting

CAUTION:
Use t h ese t ec h n iq u es c a refu lly . Most w ill on ly w ork on c e.

Ma k e su re t h e en d ju st ifies t h e m ea n s.

W h a t ot h er 'la st g a sp ' t ec h n iq u es h a v e y ou u sed in t h e p a st

t o g et b a c k in t ou c h w it h a c om p let ely d isen g a g ed c u st om er?

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