I said goodbye to my website and email host recently, who was also my original website designer. During those 5 years, I paid each invoice promptly and made a few frantic phone calls when my email failed. Otherwise, there was no interaction. No questions about my satisfaction. No offers to upgrade. Simply no contact.

Likewise, when I sent them an email to tell them that I had moved on, there was no response.

Now perhaps they have also moved on. Perhaps their target market no longer includes my business. Perhaps they never intend to serve businesses like mine ever again. Perhaps they expect a vast gulf to open up between here and there so that our paths will never again cross. Perhaps they have reason to believe I will never meet any of their prospective customers. 

Or perhaps their business folded the day I sent my email. Perhaps they all died.

Or maybe it has never occurred to them that I might be dissatisfied with my new provider and suddenly realize I had walked away from a good situation and would be eager to return.

Maybe, just maybe, there is a good reason why they didn’t respond to my email, acknowledge receipt, thank me for my past business, and express hope that I will get in touch again if they can be of service. How long would it take to send that message?

Yes, I understand that sometimes customers need to be fired. I understand that efforts must be directed toward the most promising business. I also believe that what goes around comes around. If I say goodbye and you say hello, you may keep the door open to a valuable future connection.

How do you treat lost customers? Do you give them reason to question their departure? Do you give them reason to remember you fondly? Or do you put the nail in the coffin that confirms in their mind that they did the right thing to leave?

Of course, the total lack of contact during 5 years points to a much bigger problem. These guys may have so many defectors that they can’t possibly find time to respond to those who drop their services.

What are your customer retention rates? How do you stay in touch with current customers? If you wait until they are ready to say goodbye, you have waited too long.

Say hello frequently, even as they say goodbye.