SAN DIEGO, CA--(Marketwired - October 27, 2016) - The Technology Services Industry Association (TSIA), the leading association for today's technology services organizations, has issued a new report titled "Customer Winback Programs: Results from TSIA Quick Poll," authored by Julia Stegman, TSIA's vice president of research for Service Revenue Generation. A Quick Poll is a short poll that collects data around a hot topic TSIA members are inquiring about. This report focused on practices used for re-engaging customers that did not renew their maintenance and support contracts, commonly referred to as customer winback opportunities.
Of the respondents, 50% were pure software companies, with the remaining 50% having both software and hardware in their technology stack.
Among many other datapoints, the Quick Poll revealed there are several elements to an effective customer winback program:
- Internally, clear lines of demarcation need to be established as to who is responsible for engaging with the customer during the winback period.
- Externally, expectations should be set for customers as to the window of time where customers can reinstate back onto an active support contract, versus the company's requirement that they repurchase the software.
"Winback programs in their best state are customer re-engagement programs. And effective customer winback programs can contribute significant growth to support contract revenues," says Stegman. "Two critical capabilities companies should have in place are to invest in winback specialists with prior sales experience, and to establish clear rules of engagement to clarify whether the sales opportunity is a renewal, a winback, or a re-purchase."
The full report can be found on the TSIA website and is available to members of TSIA's Service Revenue Generation discipline.
The Technology Services Industry Association (TSIA) is the world's leading organization dedicated to advancing the business of technology and services. Technology services organizations large and small look to TSIA for world-class business frameworks, best practices based on real-world results, detailed performance benchmarking, exceptional peer networking opportunities, and high-profile certification and awards programs. TSIA corporate members represent the world's top technology companies as well as scores of innovative small and mid-size businesses in four major markets: enterprise IT and telecom, consumer technology, healthcare and healthcare IT, and industrial equipment and technology. TSIA's editorial blog, Inside Technology Services, is widely recognized by technology service professionals for providing thought leadership and insights into industry trends and best practices. Visit us at www.tsia.com, follow us on Twitter @TSIACommunity, or connect with us on LinkedIn and Google +.