Feedsy Co-Founder / CTO
What can go wrong in a customer recovery campaign? Quite a few
A month ago, I quit one gym and joined another. Why? In short: even though they had a big plus 24/7 access, no one seemed to care about cleanliness or the equipment. Too often I’d try to use a machine that was broken or would break during the workout. I reported it multiple times, no response. Not worth risking my health, so I left.
Two days ago, I received an email from that old gym with a discount code. I read it and closed my inbox. But today, out of curiosity (and maybe a bit of professional interest), I decided to see what their win-back process looks like. Maybe I could learn something.
The Email
The email went something like this:
I'm overwhelmed with sadness.
I’m looking for you everywhere – and you’re nowhere to be found!
Is this really the end? Come back to me, come back to us! Your beautiful journey can still continue, bringing you days full of glory and success.
Remember that feeling after a finished workout? Do you still feel it?
Grab your next membership 15% off with code DISCOUNTCODE and come back quick! (valid for 7 days – clock’s ticking!)
[link to client portal]
It’s up to you how far you’ll go and what shape you’ll achieve.
So, what do you say? Deal?
[name and signature]
I’ve removed any details that could identify the gym (unless you’ve gotten the same email and recognize it).
I’m not a marketing expert, but personally, the tone was a turn-off. Maybe it’s just me. But okay let’s focus on the process, not the copywriting.
Login & Membership Builder
Clicking the link took me to the login screen worked fine, no issues. Then the membership configurator: choose 12 or 24 months, monthly or annual payment, different settings, etc. All good, except no matter what I picked, I saw the same (highest!) price.
Great job, really.
Discount Code
Maybe the code comes in later? Next screen – fill out your personal details. Even though I’m logged in, I have to type everything in again. Why? You already have this info.
Looking for a discount code field. Nothing. Next screen card details and still nothing.
Final step payment processor. Still no option to apply the code.
What About Feedback?
At this point, I actually wanted to leave feedback about this whole frustrating experience. But, as expected there’s no real way to do that. No "leave feedback" button, no easy to find contact form. And when I finally found it and tried to send a message, I got an error.
That’s when I gave up and closed the tab.
Summary
Their "customer recovery process" turned out to be just like their gym – sloppy, frustrating, and discouraging.
It’s not even about the fact that things didn’t work. Bugs happen to the best of us. But not allowing your users to give you feedback? That’s a crime.
Not only could you fix things faster thanks to it, you could actually turn that feedback into a new opportunity, thank the person, acknowledge the mistake, and offer a little something in return. It’s not that hard.
From my perspective a fun little experiment. I’ll definitely do more of these. And if you’re trying to win back customers? Start with the basics. Make them feel heard.
