Waking Up the Zombies: Re-engaging Inactive Customers

Have you ever felt like you're losing touch with some of your customers? They're still paying, but they've gone quiet. They're not actively using your product or engaging with your content. They're like zombies - present but not truly alive.1 This episode explores practical strategies to re-engage these "zombie" customers and bring them back to life.

Understanding the "Why": Before jumping into action, it's crucial to understand why customers become inactive.

Are they not seeing the value in your product anymore? Have they simply forgotten about it? Have they experienced internal changes that shifted their priorities? Or has your communication become irrelevant and fallen victim to "email blindness?"

The Danger of "ME" Emails: Often, companies inadvertently push customers away with self-centred communication. Emails focused on irrelevant feature updates or generic how-tos add little value and contribute to email fatigue.

Moving Beyond Assumptions: To effectively re-engage inactive customers, you need to move beyond assumptions and truly understand their needs. This episode explores the "Job to Be Done" framework, which encourages businesses to focus on the underlying reasons why customers use their products. By understanding the job your product helps customers accomplish, you can tailor your communication to be more relevant and valuable.

This episode provides actionable tips and real-world examples to help businesses:

• Identify and segment inactive customers
• Develop targeted re-engagement campaigns
• Craft compelling messaging that resonates with customer needs
• Measure the success of your re-engagement efforts

By implementing the strategies discussed in this episode, businesses can effectively wake up their "zombie" customers, nurture stronger relationships, and unlock their full revenue potential.

This episode was brought to you by Oggam.ai. To get access to prompts and techniques discussed during this podcast, head over to 50 days of jobs to be done: CSM edition.