Thursday, December 28, 2017

Customer Redirection

When your company no longer offers a product and you run out of stock you have to inform your customers. This communication could lead to two different reactions from your customer. On the one hand they could buy an alternative from you, on the other hand they could look elsewhere for the same product.


You could be proactive in keeping your customer happy by offering an alternative that you sell. Make it as easy as possible for them - and while you're at it, offer it at a discount or send a sample size. They're already disappointed that a brand or product they have come to love and trust is no longer available. That broken trust could easily transfer to you...this is an opportunity to make it right.


Here's an anecdote to illustrate the point. Today my wife received a disappointing email that a key product in her melody of beauty products was no longer available, and this coming after she ordered a refill. Needless to say she is going to have to find another product - but which one and from where?


First, she'll scan the web for the same product. Then she'll see what others are recommending as an alternative. No one likes to go on a whim with this kind of thing, it's all about word of mouth or endorsement by someone she trusts.


She does trust the company she placed the order with, as do many women and men. This email is an opportunity to redirect her toward a viable alternative - if it costs more, offer a discount for the first purchase just to make things even out.


But remember, you've also got to make up for the negative impression so offer another discount on top of that or offer to throw in a selection from some items based on her shopping history (another opportunity to make a second product introduction). Use your customers' product ratings or in-house expertise to drive product selection. Or for a more advanced solution use machine learning.


With machine learning, we can build smarter solutions to match your customers with the right redirection. When you incorporate our solutions in your communications chain, you turn missed opportunities into sales opportunities.

No comments:

Post a Comment