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How would you know if you lost a customer?

Here’s the tough question: How do you know if your customer is still a customer? Or if they already made their final purchase?

  • Dell has a report that shows I’m a Dell customer, because I bought a bunch of Dells. But they don’t have a report that says my most recent computer purchase was a Mac.
  • Toyota has a report that shows I’m a Toyota customer, because I bought a Sienna. But they don’t have a report that says I’ve been visiting the Honda dealer.
  • We have a hosted project management system who thinks we’re a good customer, and we still pay them a bunch of money. But they don’t have a report that says that many of our users are spending their time at Google Docs instead.

Advice:

  • Watch for declines in usage from existing customers, even if they’re paying.
  • Create recurring contact opportunities, like free upgrades or service, so you know if those customers are still using your stuff.

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