The SMARTRAK Back to Workspace

In business, the term “boomerang client” refers to customers who return to your brand after having worked with other providers or tried different products. They come back because they realize the value of your service or product, even after exploring alternatives. Understanding why clients return can help businesses strengthen relationships and enhance long-term growth.

Workspace recently welcomed back Ted Lee, CEO of SmarTrak.ai. In 2015, when Justin Moran took over South Shore Business Center and rebranded it as Workspace, Ted was his first new client. At that time, Ted was CEO of Annuity Systems which provided SaaS and technology revenue solutions. During his time here, Ted made great strides in his career by acquiring Linvio in 2017, becoming CEO & Managing Partner of R2 Innovate in 2021, and co-founding the 1-on-1 conversation and collaboration marketplace, Blitzr. Ted and his team returned to Workspace last month to grow his latest venture, SmarTrak.ai, which — beginning with Cisco — transforms how channel partners manage recurring revenue, service contracts, SmartNET, and subscription renewals. 

I sat down with Ted to discuss what led him to leave, and then return, to Workspace.

1. What prompted you to leave initially?

A new opportunity to start a business in Quincy presented itself around the same time our rent was increasing at Workspace. I felt the proposed rent was a bit high given our long-term relationship and others were not receiving similar increases.

2. What did you hope to gain from the other provider?

The coworking space offered business incentives, including startup advantages like free AWS (Amazon Web Services) credits, HubSpot credits, and benefits for businesses located in a Federal Opportunity Zone.

3. What made you decide to come back?

In the end, the commute became a pain for us and the building management was going to start charging for parking so our team decided to return. The convenience of the location, proximity to the shipyard, free parking, and the great community at Workspace made returning the best option.

4. Was there anything about our service or product that you missed while you were away?

We missed the ease of access to the Workspace community, the nearby amenities, and the overall convenience this location provides.

5. How can we ensure that we continue to meet your needs so you remain with us?

The most important thing is to keep the rent stable and predictable. My team has always been willing to lend a hand to support Workspace, especially during your growth years, and maintaining reasonable costs will ensure we can continue our relationship.

Workspace is excited to welcome Ted back, along with his new team, and we're dedicated to ensuring this returning 'boomerang' client becomes a lasting part of our community. Let’s explore what defines a boomerang client and how we can create an environment that keeps them coming back for good.

Why Clients Leave in the First Place

Clients may choose to leave your company for a variety of reasons, including:

• Cost: They may find a cheaper alternative.
• Curiosity: Some clients want to see if the grass is greener on the other side.
• New opportunities: A competitor may lure them in with a special offer or new feature.
• Change in needs: As their business grows or changes, they may think a different provider will better suit their evolving needs.

It’s important to recognize that losing clients, while painful, is a natural part of business. The key to success is not only acquiring new customers but also re-engaging those who have left.

Why They Come Back

Boomerang clients are valuable because they often come back with a newfound appreciation for your service. Here's why they might return:

1. Realization of Quality: Often, after trying a competitor, clients realize that the quality of your product or service was better than they initially thought. Perhaps the new option didn’t live up to the promises made, or the level of service was lacking.
2. Consistency Matters: A big factor in a client’s return can be the reliability and consistency your business offers. Newer companies or services may lack the established processes that deliver dependable results over time.
3. Relationship and Trust: The rapport and trust you built with the client doesn’t just disappear when they leave. After experimenting with new providers, clients often realize the unique value in their connection with your community, which is hard to replicate elsewhere.
4. Unmet Expectations Elsewhere: While other companies may offer lower prices or a flashy new service, they may not meet the client’s expectations. This gap between expectations and reality drives clients back to your familiar and trusted offerings.
5. Better Understanding of Needs: Sometimes, clients leave because they believe they need something different. After trying other solutions, they may conclude that what you were offering was the best fit for their true needs.

How to Welcome Boomerang Clients

When a client returns, it’s an opportunity to strengthen the relationship further. Here’s how to welcome them back:

• No Guilt Trips: It’s tempting to express disappointment or frustration that a client left in the first place. But this could discourage them from returning altogether. Instead, welcome them back with open arms and gratitude.
• Identify Changes: Find out what they learned during their time away. Did their needs change? What led them to try something new? Use this as a learning opportunity to improve your service.
• Show Value: Ensure they understand the value they get by working with you. Highlight how you’ve grown, improved, or adapted to meet their needs even better than before.
• Strengthen Communication: Build an even stronger bond by maintaining clear, consistent communication. Whether through regular check-ins or offering extra support, ensure that this time around, they know you’re invested in their success.

The Long-Term Value of Boomerang Clients

Boomerang clients come back not only with a deeper appreciation for your business but also as potential brand advocates. Having experienced other providers, they’re now better equipped to share genuine comparisons, and their recommendations often carry more weight. They can become your biggest advocates, telling others how your services stack up against the competition.

In fact, studies show that returning clients are more likely to spend more and stay loyal longer than new customers. They’ve gone through the process of leaving and returning, and now they’re more committed to the relationship.

How to Foster Boomerang Relationships

So how can you ensure that when clients leave, they’ll be back?

1. Leave on Good Terms: If a client decides to leave, don’t burn bridges. Send them off with well wishes and an open invitation to return.
2. Stay in Touch: Even if they’re working with another provider, send occasional updates or newsletters. It keeps you in their minds and shows that you value the relationship, even when they’re not actively a client.
3. Offer an Easy Path Back: Make it easy for former clients to return. This could be through offering a “welcome back” discount or a tailored solution to meet their evolving needs.

Conclusion

Boomerang clients are proof that relationships matter. They come back because they trust you, they know the value of your service, and they’ve learned from experience what makes your business stand out. By treating these returning clients as opportunities for deeper, long-term partnerships, you can strengthen your brand’s reputation, grow your business, and build lasting loyalty.

The key takeaway? Even if a client leaves, never underestimate the power of their return.