- Paperback: 288 pages
- Publisher: Jossey-Bass; 1 edition (February 16, 2001)
- Language: English
- ISBN-10: 0787946672
- ISBN-13: 978-0787946678
- Product Dimensions: 6.4 x 1.3 x 9.8 inches
- Shipping Weight: 1.3 pounds (View shipping rates and policies)
- Average Customer Review: 15 customer reviews
- Amazon Best Sellers Rank: #1,476,736 in Books (See Top 100 in Books)
Enter your mobile number or email address below and we'll send you a link to download the free Kindle App. Then you can start reading Kindle books on your smartphone, tablet, or computer - no Kindle device required.
To get the free app, enter your mobile phone number.
Customer Winback: How to Recapture Lost Customers--And Keep Them Loyal 1st Edition
Use the Amazon App to scan ISBNs and compare prices.
The Amazon Book Review
Author interviews, book reviews, editors picks, and more. Read it now
Customers who viewed this item also viewed
Customers who bought this item also bought
"Winning back lost customers is the marketing equivalent of findinghidden treasure. Griffin and Lowenstein provide an excellenttreasure map." (Dr. Leonard L. Berry, distinguished professor ofmarketing, Texas A&M University, and author of Discovering theSoul of Service)
"Customer WinBack deals with one of the most overlooked dimensionsof managing customer loyalty-earning it back. I've personally seenthe power a focused win-back effort can achieve, and businessleaders would be well-advised to follow Griffin and Lowenstein'sformulas to regain lost revenue." (Jeanne Lombardo, generalmanager, Worldwide Satisfaction & Loyalty, MicrosoftCorporation)
"Griffin and Lowenstein know that in order to win back lostcustomers you must know why they left. Customer WinBack providessound examples that illustrate ways to recapture lost customersthat can be applied to any business." (Stephen P. Campbell,director of franchise marketing, Sprint)
"Winning back lost customers is the marketing equivalent of findinghidden treasure. Griffin and Lowenstein provide an excellenttreasure map".— Dr. Leonard L. Berry, distinguishedprofessor of marketing, Texas A&M University and author,Discovering the Soul of Service
"Customer Winback deals with one of the most overlookeddimensions of managing customer loyalty earning it back. I'vepersonally seen the power a focused win back effort can achieve,and business leaders would be well-advised to follow Griffin andLowenstein's formulas to regain lost revenue."—JeanneLombardo, General Manager, Worldwide Satisfaction & Loyalty,Microsoft Corporation
"Griffin and Lowenstein know that in order to win back lostcustomers you must know why they left. Customer Winbackprovides sound examples that illustrate ways to recapture lostcustomers that can be applied to any business."—Stephen P.Campbell, Director of Franchise Marketing, Sprint
Top customer reviews
There was a problem filtering reviews right now. Please try again later.
Their material is organized as follows. Part One (Chapters 1-5) examine why customer win-back is critical to an organization's success, how to manage "The Big Three" (Acquisition, Retention, and Win-Back), specifically, how to win back a lost customer or a customer on the brink of defection, and finally, how to mobilize and manage a "Win-Back Team." Then in Part Two (Chapters 6-10), they shift their attention explain why no customer is ever truly safe from defection and what the implications of that fact are, how to build a Customer Information System which drives loyalty, how to target prospects with strong loyalty potential, how to leverage the power of customer-focused teams, and finally, how to build a fiercely loyal staff. The authors then provide excellent appendices. One is "The Customer Loyalty Compass: A Proven Process for Finding Customer Value. The other is "Estimation of Second Lifetime Value (SLTV) Investment and Profitability." Insofar as the subject of customer recapture is concerned, there seems to be very little that the authors do not cover.
Let's say you have read the book and are ready to proceed. Now what? The authors suggest a series of specific steps which are summarized in Figure 10.1 ( "Getting Started") on page 281 in the hardbound edition which I possess. This section includes five "essential loyalty tools" which will help to make your organization "defection-proof." I hope that this brief commentary has succeeded in indicating what this book offers. Given the fact that your competitors may also read it, I urge you to proceed in a timely manner. Competition for customers (in every industry and market segment) is already ferocious and is certain to become moreso in weeks and months ahead.
Most companies in today's economic environment are struggling to find ways to make more money. Cost cutting is the instinctive reaction when times get a little tough. Unfortunately, we can't cut or shrink our way to greatness in business. Growing the revenue line with profitable sales is the path to making more and more money each year. The authors of Customer Winback have provided the road map we should all follow to grow sales profitably. The depth of their hands-on practical experience is very evident in the material presented. I was impressed.
They also did a great job setting the material out with plenty of real company success stories and the statistics and numbers to back them up. The book provides you with their recommendation for how to implement the program in an easy to follow step by step approach. You will love it (and profit from it.)
Customer re-acquisition is an area that has not been well explored before this book. Most companies don't even track lost customers, much less try to win them back. Yet, as the authors point out, your chances of converting a lost customer are usually much better than your chances of converting a new prospect. This simple fact is a good economic justification for developing a winback program.
How do you win them back? The authors don't offer a magic solution. Instead they provide a business process you can use long term, which is of course much better than a silver bullet. It starts with learning why you lost them in the first place, and then deciding who you want to win back. The authors provide some useful tools for approaching each winback situation. One I like is "Second Lifetime Value" which is sort of a reincarnation of the lifetime value concept.
In the USA, the timing of this book (Spring, 2001) couldn't be better. When the economy is shaky, companies want to do everything they can to keep their customers, or win them back.
1- Why Customer Win-Back is Critical to Your Success
2- Managing the Big Three: Acquisition, Retention and Win-Back
3- Winning back a Lost Customer
4- How to Save a Customer on the Brink of Defection
5- Mobilizing and Managing a Win-Back Team
6- When You Think Your Customer is Safe from Defection
7- Building a Customer Information System that Drives Loyalty
8- Targeting Prospects with Strong Loyalty Potential
9- Leveraging the Power of Customer-Focused Teams
10- How to Build a Fiercely Loyal Staff
Gary Kopacek, CEO, Mill City Marketing
Most recent customer reviews
Conventional thinking promotes four phases of a customer's lifecycle: identify, win, retain and develop relationships.Read more