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Customer Winback: How to Recapture Lost Customers--And Keep Them Loyal 1st Edition

4.9 out of 5 stars 17 customer reviews
ISBN-13: 978-0787946678
ISBN-10: 0787946672
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Editorial Reviews

Review

"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)

Review

"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, 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

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Product Details

  • 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: 4.9 out of 5 stars  See all reviews (17 customer reviews)
  • Amazon Best Sellers Rank: #741,075 in Books (See Top 100 in Books)

Customer Reviews

Top Customer Reviews

By Robert Morris HALL OF FAMETOP 100 REVIEWERVINE VOICE on April 27, 2001
Format: Paperback
This is one the very few recently published books which focus almost entirely on recapturing lost customers. For more than 20 years while providing consulting services to a wide range of organizations, I have been frequently asked to help to improve business development. These situations have convinced me that, measured in terms of total cost (hours as well as dollars), the greatest ROI in business development is generated from two sources: former customers and current customers. (My own estimate is that the total cost of adding a new customer is 5-8 times greater than the total cost of keeping a current customer.) Almost none of the organizations with which I have been associated already had a comprehensive plan in place to recapture customers. (Does yours?) Obviously, I think this book will be of greatest value in two separate but related areas: keeping the customers you now have, and, recapturing those whom you've lost. "Now is the time to put in place specific strategies and tools for winning back customers, saving customers on the brink of defection, and making your company defective proof."
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.
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Format: Paperback
Customer Winback, authored by loyalty experts Griffin and Lowenstein, is an important new book in the field of customer loyalty. Published in 2001, Customer Winback is packed with information, examples and practical advice about how to improve sales and profits by re-acquiring lost customers.
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.
Chapters:
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
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Format: Paperback Verified Purchase
One of the few books thah makes emphasis on winning back the lost customers, as much as the acquisition and retention of all customers in general. Also handles two key concepts in loyalty: having a team related to avoid customer defections, and having a team related to win-back customers; both key Issues to pursue as a base of loyalty for any company. Las but not least, the importance to count on a "loyalty staff" always planning how to protect the customers and keep them satisfied. A very nice book and easy to read that includes many practical cases and examples.
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Format: Paperback
This book deals with the often neglected area of bringing customers back once you have lost them. Griffin and Lowenstein give the reader numerouse specific strategies and tools for winning back lost customers, saving customer before they defect and "making your company defection-proof."
As I have stated in my review for "The Journal of Consumer Marketing",each chapter summarizes the points succinctly in a method that allows the reader to digest the material for long-term memory.
This book is right for people who have,had, or hope to have customers. It is one of the most comprehensive books on getting,keeping and getting back customers that I have encountered. It is for people who teach marketing and for people who do marketing.
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Format: Paperback
Customer Winback has great information and wonderful examples (presented in depth) of what companies can do to address a much-neglected area of customer service--winning back lost customers. It shows how this concept is just as important as emphasizing customer loyalty and customer satisfaction in not only maintaining customers, but keeping them delighted and coming back to buy more.
It is very well organized, well-written and covers a wide range of material. It also gives you many ideas to implement at your own company. Just one chapter provides you with more substance than many entire books. This is an excellent customer service book and a must for customer service managers. I recommend it highly.
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