Certified Supply Chain Professional (CSCP) Practice Exam

Which strategy should be employed to win back customers who have discontinued purchases?

1. Wait for them to return

2. Communicate with them ASAP

3. Increase prices for returning customers

4. Offer them new product lines

The correct answer is: Communicate with them ASAP

The strategy of communicating with customers who have discontinued their purchases is the most effective approach to winning them back. This proactive communication serves several critical purposes. It demonstrates to customers that their feedback and patronage are valued, fostering a sense of loyalty and connection. By reaching out, a company can inquire about the reasons for their departure, which provides valuable insights into customer dissatisfaction and potential areas for improvement. Additionally, direct communication allows for tailored responses to former customers’ concerns. This can include highlighting any changes or enhancements made since their last purchase, such as improved products, new services, or special promotions that could entice them back. Engaging with customers in this manner can also help to re-establish trust and reinforce the brand’s commitment to customer satisfaction. In contrast, waiting for customers to return fails to address the underlying reasons for their departure and relies purely on chance, while increasing prices could drive them further away. Offering new product lines might attract some customers, but it does not directly address the relationships or concerns that led to the discontinuation of purchases in the first place. Therefore, initiating communication stands out as the most strategic and customer-centric approach.