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Gone, but not Forgotten: Why You Should Stay in Touch with Customers who Move on

Hey look–Lauren’s giving us MORE work to do! Not really…keeping a pulse on your customers' career moves can significantly impact long-term relationship building, and that can help save your company time and money in the long run! When a customer leaves their company due to a layoff, new job, parental leave, or any other reason, it presents a unique opportunity to strengthen your connection with them. Here’s why following up is essential and how you can do it effectively.

The Importance of Following Up

Maintaining relationships with customers even after they leave their current roles can foster loyalty and trust. It demonstrates that you value them as individuals, not just for their current business. This approach can lead to:


  1. Enhanced Customer Loyalty: Showing genuine care can make them more likely to advocate for your brand in their new roles.

  2. Networking Opportunities: Staying connected can open doors to new business opportunities and partnerships, as well as a reduced time to sale, since they’re already coming in as a warm lead.

  3. Brand Ambassadors: A positive experience with your brand can turn them into lifelong advocates, regardless of where they work.


Ways to Reach Out

Depending on why your customer is leaving their company, here are a few tailored ways to reach out:


  • Layoff: Express empathy and support. If you have it in your budget to send a token condolence gift, like a small gift card for food delivery, that’s always a nice touch–especially if you already have insight into their preferences, which you can reference in your email. Here’s an example of a short email to send: "I heard about the recent changes at your company. If there's anything I can do to help during this transition, please let me know. I'm here to support you. In the meantime, I know you’re a big fan of pepperoni pizza, so hopefully this gift card to [favorite pizza chain] can help lift your spirits a little."

  • New Job: Congratulate them on their new role. A message like, "Congratulations on your new position at [New Company]! I'd love to catch up and hear about your new responsibilities. Let's keep in touch!" A small gift can work wonders here, too. Don’t get too aggressive about it though–give your contact a bit of time to settle into their new job, and reach out when it’s appropriate.

  • Parental Leave: Offer well wishes and understanding, as well as a cute (but inexpensive) baby gift if your budget allows. For instance, "Congratulations on the new addition to your family! Wishing you all the best during this special time. This flamingo onesie made me smile–I hope it does the same for [baby’s name], too. Let's reconnect when you're back."


Practical Ways to Stay Informed

To ensure you don't miss out on these crucial career updates, here are some practical methods:


  1. LinkedIn Alerts: Regularly check LinkedIn for notifications about job changes within your network. Setting up job change alerts for key accounts can keep you updated. 

  2. CRM Tools: Utilize CRM tools that offer notifications about job changes. Tools like Champion and UserGems can be invaluable for this. 

  3. Email Notifications: Encourage customers to update you directly about major career changes. A simple reminder in your regular communication can prompt them to share updates.


Long-Term Relationship Building

By reaching out during these transitions, you're not just maintaining a professional relationship; you're building a personal connection that can lead to long-term loyalty. It's about recognizing the person behind the role and ensuring they know they have your support, no matter where their career takes them. By being there for your customers during their career transitions, you're investing in a future of mutual growth and support. Let’s make customer centricity a lifelong journey!

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