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Customer Winback: How to Recapture Lost Customers and Keep Them Loyal
Jill Griffin and Michael Lowenstein
Jossey-Bass
San Francisco, CA
2001
301 pp.
$28.95
Keywords Customer loyalty, Methodology, Marketing strategy
Just when you thought you'd read all there was to read about customer satisfaction, along comes a book that goes further than cradle to grave - it tells us how to bring customers back from the dead! Customer Winback is a valuable "how-to"manual for the use of any business. The book tells the reader how to:
decide what kind of customers you want;
keep them;
win them back when they defect to competitors (and why wooing them back is worth trying);
decide if you want certain customers in the first place; and
keep your employees loyal too (and why that is important)!
Griffin and Lowenstein give the reader numerous specific strategies and tools for winning back lost customers, saving customers on the brink of defection, and making your company defection-proof. Though it seems at times that there are a lot of lists, one finishes this book with the feeling that it can act as a "repair" manual for each and every customer issue. Each of the ten chapters offers specific and useful tips that can be put into action now.
Part one: how to win back lost customers
The premise of the book is attacked with:
(1) Why customer win-back is critical to your success
"Lost customers are not all the same and it is a mistake to assume they are all a lost cause (p. 15)." This...