Treat them like a paused customer that may come back.

A great SaaS CEO recently said to me, “For every customer we lost in the early days, we actually lost them 3 more times. Because our contact went on to another company — and didn’t buy us there. Or the next time.”

Treat a lost customer as a customer just taking a pause. Maybe even as still a customer. Just an inactive one.

It’s a journey. Maybe they come back in a year or two. Maybe they never come back, but go to another company, and deploy you there.

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