Over the last year, I’ve had the opportunity to help build out an entirely new attrition program. An attrition program tries to get customers who have left your product or service to come back – and it goes by a different name in every organization I’ve ever worked with.
Attrition programs are hard to build, just like any other program, and our fabulous team has had our fair share of stumbling blocks. List fails, organizational oddities, you name it, we’ve dealt with it. Along the way, I realized our approach would help build just about any program.
Here are 6 steps to success, no matter the obstacles, when you need to build a new marketing program:
1. Set goals
Goals are pretty important, mostly because you can’t tell everyone how well you did without a goal to hold up against your results. You definitely can’t turn your spectacular fails into hard-won learning opportunities if you don’t have a goal to point to. So it’s a good idea to have a goal.
Pick a metric that is easy to agree on and which you know you can measure. Then set a target that you know you can hit. Businesses are more impressed by teams that can blow away low targets than they are by teams that barely miss (or make) a tough target. Set the bar low. This is probably the last time you’ll be able to do that. Set it as low as you can, the better to exceed it by a wide margin....