Why Your Customers Are Really Leaving (It’s Not What You Think!)
Hey there! Let me ask you something that might sting a little: Do you know why your customers are actually walking away from your business?
If you’re like most business owners I talk to at EBS, you probably think it’s about price, product quality, or your competitors offering something better. And sure, those things matter—but they’re not the real culprit behind most customer departures.
The truth? It’s something far more personal, and thankfully, much easier to fix!
The Shocking Numbers Behind Customer Loss
Let’s break down what the research actually tells us about why customers stop buying:
- 1% leave because they die (sad but true!)
- 3% move away geographically
- 5% switch to buying from a friend or acquaintance
- 9% are successfully wooed by a competitor
- 14% leave because of product issues or price concerns
That adds up to 32%. But what about the other 68%? This is where it gets interesting…
The 68% Problem: Perceived Indifference
A whopping 68% of customers leave because of what experts call “perceived indifference.”
What does that mean in plain English? Simply this: your customers feel like you don’t care about them anymore.
They don’t feel valued, remembered, or appreciated. They think they’re just another transaction to you—even when that couldn’t be further from the truth!
I call this the “silent killer” because most business owners have no idea it’s happening until their customers have already walked out the door.
It’s Like Any Relationship…
Think about it this way. I remember a Valentine’s Day when I completely dropped the ball with my amazing wife, Kristy. No flowers, no card—nothing. When she asked if I still loved her, I was genuinely shocked! In my mind, nothing had changed—I loved her more than ever!
But from her perspective, I hadn’t demonstrated that love. I hadn’t shown it. And that’s exactly what happens with your customers.
You might be thinking, “But of course I care about my customers! They’re the lifeblood of my business!” And I believe you 100%. But here’s the tough question:
Do your customers know that you care?
5 Powerful Ways to Eliminate Perceived Indifference
The good news is that once you recognise this problem, it’s relatively easy to fix. Here are some strategies that our most successful clients use to keep their customers feeling valued:
1. Create a Regular Contact Schedule
There’s an old saying: “If you’re not contacting your database every 90 days, someone else is.” In today’s fast-paced world, I’d argue that 90 days is far too long—aim for every 30 days, and in some industries, even more frequently.
Put a system in place to ensure no valuable customer goes too long without hearing from you. This doesn’t have to be complicated—a simple CRM can help automate this process.
2. Personalise Your Communications
Mass emails that begin with “Dear Valued Customer” scream indifference. Use your customers’ names. Reference their past purchases or interactions. Show them you actually know who they are.
One of our retail clients saw a 23% increase in repeat purchases just by adding personalised product recommendations to their follow-up emails!
3. Implement a VIP Program for Your Top 20%
Remember the 80/20 rule—20% of your customers likely generate 80% of your revenue. These people deserve special attention!
Create a rotation to personally call your top customers regularly. Ask how they’re doing, if they’re happy with your product or service, and what you could do better. This personal touch goes a long way.
4. Celebrate Customer Milestones
Acknowledge anniversaries of when they became your customer. Send birthday cards. Celebrate their successes. A financial planner I work with sends handwritten notes to clients when they reach savings milestones—his client retention rate is nearly perfect!
5. Create Unexpected Moments of Delight
Surprise your customers occasionally with something they don’t expect. It doesn’t have to be monetary or expensive—sometimes a thoughtful gesture means more than a discount.
One of our restaurant clients leaves handwritten thank-you notes with dinner checks for repeat customers, mentioning something specific about their visit. It costs nothing but a minute of time, yet their regular customer base has grown by 35% in a year.
It’s About Relationship, Not Transaction
At the end of the day, business is about relationships. Your customers want to feel that you value them as people, not just as sources of revenue.
The beautiful thing about addressing perceived indifference is that it often costs very little to implement but yields tremendous returns. A simple phone call, a thoughtful note, or a personalised email can be the difference between keeping a customer for life and losing them to a competitor who makes them feel more valued.
Your Action Plan
This week, I challenge you to:
- Identify your top 20% of customers
- Create a simple contact rotation to reach out to them regularly
- Implement at least ONE strategy from this post to show your customers you care
Remember, it’s not enough to care about your customers—you need to make sure they KNOW you care. That’s how you beat the silent killer of perceived indifference.
I’d love to hear what strategies you implement and how they work for your business! Drop a comment below or reach out directly.
Here’s to building businesses where customers feel genuinely valued!
