Why Return: The Surprising New Science of Win-Back Conversations

Presented by

Doug Hutton, EVP Customer Experience at B2B DecisionLabs & Dr. Leff Bonney, Associate Professor at Florida State University

About this talk

Whether it was due to a service failure, supply chain challenges, or they were lured away by a better price; your formerly loyal customer decided to leave. But does that mean it’s over for good? Or could there be a way to win them back? A new behavioral study from B2B DecisionLabs tested that question in a real-world sales situation. Over 300 sellers approached 1,350 former customers using several possible win-back messages. Find out which approach drives the best response (and which ones fall flat) in this webcast with Doug Hutton, EVP Customer Experience at B2B DecisionLabs, and Dr. Leff Bonney, Associate Professor of Sales and Customer Relationship Management at Florida State University. Tune in to get research-backed answers to questions like: - What’s the most effective approach to re-engage lost customers? - Should you treat lost customers more like new logos or existing accounts? - Does their reason for leaving affect their chances to return?

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Corporate Visions, Inc. is the leading provider of science-backed sales, marketing, and customer success training and consulting services. Global B2B companies work with Corporate Visions to articulate value in their customer conversations in three ways: - Make Value Situational by distinguishing between customer acquisition and customer expansion - Make Value Specific by aligning conversations with the Customer Deciding Journey - Make Value Systematic by unifying marketing, sales, and customer success to speak in one voice