How can I Re-acquire a Lost Customer?

Here’s what other agents told us was the easiest way to win back a lost customer.

We recently wrote about using surveys as a great technique to re-acquire lost customers. Many of you responded and re-enforced that mailing a survey to your lost customers was the best way to gain constructive feedback and insights on how to re-acquire their business in the next renewal cycle. This quote from Judy Squires, Vice President, Personal Lines Manager, CBIZ Insurance Services Inc, Cumberland, MD, probably sums up best what many of you wrote: “We use a cancellation survey, and on that survey we ask the client if we may contact them again next year for a quote. Over 50% of the returned surveys answer that we may contact them again. We have found this to be a solid, less intrusive way to recapture an account.”

As we mentioned last month, the best method to conduct an exit survey is a formal, printed survey which is mailed to your lost customer in a pre-paid envelope to be returned to your office. In person, or even phone conversations, can be a little intimidating to both parties, while a mailed survey provides a “safe” environment for the lost customer to provide direct and candid feedback.

Many of you had requested that we provide you a sample of a professional survey for your use. Click here for an  example of a “lost customer” survey which you can download at your convenience.