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Customer Winback: How to Recapture Lost Customers--And Keep Them Loyal 1st Edition
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"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)
"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
Top Customer Reviews
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.Read more ›
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
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.
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.
Most Recent Customer Reviews
Great book, it explains everything step by step, has been very usefullPublished 22 months ago by HYM
This book is packed with ideas on winning back customers. It takes CRM to a new level. The authors have a great understanding of what motivates the customers' decisions.Published on November 30, 2005 by Steve Weissmann
We have utilized Customer Winback as a tool in taking our organization to the next level of service recovery. Read morePublished on November 20, 2001 by Pam Bilbrey
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... Read morePublished on June 23, 2001 by Alissa Lukara
A great book.
Conventional thinking promotes four phases of a customer's lifecycle: identify, win, retain and develop relationships. Read more
Jill Griffin's and Michael Lowenstein's insightful book, Customer WinBack provides a different perspective to Customer Loyalty that many businesses had not considered. Read morePublished on June 14, 2001 by Carol A. Gonzalez
Customer Winback broaches a topic that is applicable to infinitely many businesses. Thoughtful and well-organized, this book teems with appropriate examples for readers on a quest... Read morePublished on June 13, 2001 by Laine Kittredge
Customer Winback is an incredibly interesting and motivating book whose timing could not be better. I bought the book over the Memorial Day weekend and could not put it down. Read morePublished on May 29, 2001 by Philip Campbell
Jill Griffin has written one of the Best books on Customer Winback that I have ever read. She knows what she is talking about and it works. Read morePublished on May 24, 2001