Customer Winback: How to Recapture Lost Customers--And Keep Them Loyal / Edition 1by Jill Griffin, Michael W. Lowenstein
Pub. Date: 03/01/2001
Most firms consider the lost customer a lost cause. But in this ground breaking book, Jill Griffin and Michael Lowenstein provide you with step-by-step solutions for winning back lost customers, saving customers on the brink of defection, and making your firm defection proof. Whether your business is small or large, product- or service-based, retail or wholesale,
Most firms consider the lost customer a lost cause. But in this ground breaking book, Jill Griffin and Michael Lowenstein provide you with step-by-step solutions for winning back lost customers, saving customers on the brink of defection, and making your firm defection proof. Whether your business is small or large, product- or service-based, retail or wholesale, this book offers proven strategies for recognizing which lost customers have the highest win-back value and implementing a sure-fire plan to recover them. It includes the techniques of hundreds of innovative companies who are already working to recapture lost customers and keep them loyal. In today's hyper-competitive marketplace, no customer retention program can be entirely foolproof, but with this guide gives you today's best methods for winning back those customers you simply can't afford to let go.
Table of Contents
CUSTOMER RECOVERY: WINNING BACK LOST CUSTOMERS.
Why Aggressive Customer Recovery is Critical to Your Success.
A Closer Look at Customer Loss.
Making New Customers Defection Proof.@Preventing Loss When the Honeymoon is Over.
Early Intervention for Rocky Relationships. Saving Customers On the Brink of Defection.
Recovering Lost Customers.
CUSTOMER PROCOVERY: KEEPING REACTIVATED CUSTOMERS AND MINIMIZING DEFECTIONS.
Practicing Procovery: Why Recovery is Not Enough.
Happy Employees Equal Loyal Customers.
Complaints: Your Number One Customer Procovery Weapon.
The Real Role of Service in Customer Recovery.
Making Your Company Defection Proof.
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This is an unprecedented time of customer turnover for companies around the world. We've entered a new era of defection where customer churn is reaching epidemic proportions both on-line and off-line, and it is wrecking businesses and lives along the way. Most companies, focused entirely on customer acquisition and retention, have neglected this important revenue and CRM opportunity. In this book, my colleague Jill Griffin and I present the causes of customer loss and the most successful methods of customer save and recovery learned from companies around the world. Using reader-friendly stories, examples, and graphics, we provide a strategic and tactical framework for any company to win back the customers they want.