Process
How to interview customers who stopped buying
From a list of lapsed customers to one change you can test
Five steps for a small business owner who wants to learn why customers did not come back. Pull a list of one-time buyers, invite them without pitching, talk to 10 to 12, count the reasons and make a single change. It fits into about a week and needs no research team or special software.
Where this appears
What's in this process
- Pull the list: People who bought once and have not come back in 1.5 to 2 times your usual gap.
- Invite: No sales pitch. Ten minutes and a small thank-you.
- Call 10 to 12: Ask about the last purchase, then what they did instead.
- Tally the reasons: One reason per person, in their own words.
- Change one thing: Act on a reason heard from about a third of people, then track repeat orders.
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<a href="https://www.koji.so/visuals/lapsed-customer-interview-process"><img src="https://www.koji.so/visuals/lapsed-customer-interview-process/lapsed-customer-interview-process.png" alt="Process with five steps for interviewing lapsed customers: pull the list, invite, call 10 to 12, tally the reasons and change one thing." width="1200" height="792" /></a>
<p>Source: <a href="https://www.koji.so/visuals/lapsed-customer-interview-process">How to interview customers who stopped buying</a>, Koji</p>
