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Customer Winback: How to recapture lost customers and keep them loyal (Как вернуть потерянных клиентов и сделать их лояльными)

Опубликовано на портале: 30-10-2003
USA: Jossey-Bass, 2001
Тематический раздел:
Most firms consider the lost customer a lost cause. But in this ground breaking book, Jill Griffin and Michael Lowenstein provide you with step-by-step solutions for winning back lost customers, saving customers on the brink of defection, and making your firm defection proof. Whether your business is small or large, product- or service-based, retail or wholesale, this book offers proven strategies for recognizing which lost customers have the highest win-back value and implementing a sure-fire plan to recover them. It includes the techniques of hundreds of innovative companies who are already working to recapture lost customers and keep them loyal. In today's hyper-competitive marketplace, no customer retention program can be enitrely foolproof, but with this guide gives you today's best methods for winning back those customers you simply can't afford to let go.

Если Вы уверены в том, что вернуть потерянных клиентов невозможно, а добиться их лояльности невозможно вдвойне, возможно, авторы этой книги смогут убедить Вас в обратном. Griffen и Lowenstein показывают, как должна действовать Ваша фирма, шаг за шагом принимая решения и осуществляя действия по возвращению клиентов. В книге Вы найдете практические рекомендации – методы возврата потерянных клиентов и превращения их в лояльных, используемые инновационными компаниями.

Review

"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
CUSTOMER RECOVERY: WINNING BACK LOST CUSTOMERS.
CUSTOMER PROCOVERY: KEEPING REACTIVATED CUSTOMERS AND MINIMIZING DEFECTIONS.