Customer Winback: How to Recapture Lost Customers--And Keep Them Loyal

ISBN-13: 9780787946678 / Angielski / Miękka / 2001 / 336 str.

Jill Griffin; Martha Rogers; Michael W. Lowenstein

Opis

Use the Power of Customer WinBack to Bring Back Lost Customers, Save Customers on the Brink of Defection, and Make Your Company Defection Proof High-value customers are the lifeblood of any business-so what can a company do when they lose them? Customer WinBack shows you how to identify at-risk customers, win back those who have left, and change how business is done to prevent future customer loss. This pragmatic guide is brimming with savvy methods and detailed case studies that show you in real-world detail how to turn lost customers into gold. "Winning back lost customers is the marketing equivalent of finding hidden treasure. Griffin and Lowenstein provide an excellent treasure map." — Dr. Leonard L. Berry, distinguished professor of marketing, Texas A&M University, and author of Discovering the Soul of Service "Customer WinBack deals with one of the most overlooked dimensions of managing customer loyalty-earning it back. I've personally seen the power a focused win-back effort can achieve, and business leaders would be well-advised to follow Griffin and Lowenstein's formulas to regain lost revenue." —Jeanne Lombardo, general manager, Worldwide Satisfaction & Loyalty, Microsoft Corporation "Griffin and Lowenstein know that in order to win back lost customers you must know why they left. Customer WinBack provides sound examples that illustrate ways to recapture lost customers that can be applied to any business." —Stephen P. Campbell, director of franchise marketing, Sprint

Recenzje

"Winning back lost customers is the marketing equivalent of finding hidden treasure. Griffin and Lowenstein provide an excellent treasure map." (Dr. Leonard L. Berry, distinguished professor of marketing, Texas A&M University, and author of Discovering the Soul of Service)

"Customer WinBack deals with one of the most overlooked dimensions of managing customer loyalty–earning it back. I′ve personally seen the power a focused win–back effort can achieve, and business leaders would be well–advised to follow Griffin and Lowenstein′s formulas to regain lost revenue." (Jeanne Lombardo, general manager, Worldwide Satisfaction & Loyalty, Microsoft Corporation)

"Griffin and Lowenstein know that in order to win back lost customers you must know why they left. Customer WinBack provides sound examples that illustrate ways to recapture lost customers that can be applied to any business." (Stephen P. Campbell, director of franchise marketing, Sprint)

Spis treści

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.

O autorze

JILL GRIFFIN is president of The Griffin Group, an Austin, Texas, firm providing customer and staff loyalty research, keynote speaking, and loyalty and win–back program consulting. Her clients include Microsoft, Ford, Arthur Andersen, Hewlett–Packard, Marriott Hotels, and Advanced Micro Devices. Griffin is the author of the business best–seller Customer Loyalty: How to Earn It, How to Keep It (Jossey–Bass, 1997). MICHAEL LOWENSTEIN CPCM, is managing director of Customer Retention Associates, a customer and staff loyalty program development, research, and training firm located in Collingswood, New Jersey. His clients include Toyota, Prudential, Sygma, Westvaco, Charles Schwab, and Microsoft. Lowenstein is the author of two books, including The Customer Loyalty Pyramid (Quorum, 1997).