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What are the secrets behind a perfect customer offboarding? Read on to know how best to prevent bad PR and make the win-backs more likely in this blog.
There is no exact definition of a perfect customer offboarding, but it can help to learn from the churn you experience. Plus, better customer offboarding can help you prevent bad PR and enable more win-backs. Customer offboarding includes several steps to cancel a customer account as they disengage from your products or services. While little focus is typically put into offboarding, it can be an opportunity to encourage advocacy and retention if done right. In this blog, we’ll take a closer look at the opportunities you can seize when offboarding customers.
While there is often a focus on customer onboarding, which begins the relationship between a customer and a company, customer offboarding is not often the focus. Once considered the end of the interaction between the company and the customer, it is now also used to define the end of a single transition making re-purchase a real possibility and the offboarding much more strategic.
Out of respect, it’s important to acknowledge your customer’s request to end business with you. Waiting days or weeks to hear back from you can give them a bad final impression. Whether they hear from you or not, they’ve made up their mind to unsubscribe. However, acknowledging them and starting the offboarding immediately may leave them with a good impression, increasing their chance to come back or to recommend your product.
Getting feedback from offboarding customers will help you understand why you experiencing churn and to make changes in the future. Some ways to get feedback include:
Find out why they are leaving so you can use this information to reduce churn in the future.
For the legal and financial next steps, review the original contract of agreement that had been signed between the two parties to determine if there is a termination clause that needs to be met or revised.
Send the customers an annotated file bearing all their key documents in accordance to their projects, clients’ needs or requirements, if any.
Immediately collect any pending or remaining invoice or set up a payment plan.
Thank them and show your appreciation. Thank them for any feedback and let them know you will put it to good use.
The psychological theory called the Peak-End Rule introduced by Nobel laureate Daniel Kahneman asserts that people judge an experience based on how they feel at two specific situations: one at the peak, or the most intense point, and the other at its very end. For example:
In other words, by creating a memorable offboarding process, you can actually rectify any of the negative feelings that your customers ever had about your product.14
Following these friendly customer offboarding processes can help you not only avoid bad PR, but also pave the way for more win-backs. A successful company will always have appropriate win-back strategies and treat its customers well even throughout the offboarding phase. A positive customer offboarding experience will help your customers avoid feeling like they are in a hostage situation and has the potential for a win-back instead.
An implementation engineer with six years of experience is a seasoned professional specialising in implementing and integrating complex systems and technologies for businesses. Possessing a diverse skill set that combines technical expertise, and project management capabilities.
Published March 16, 2021, Updated June 07, 2023
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