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Customer Winback
How to Recapture Lost Customers--And Keep Them Loyal
"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
Jill Griffin (Author), Michael W. Lowenstein (Author)
9780787946678, Wiley
Paperback / softback, published 26 March 2001
336 pages
24.8 x 16.2 x 3.3 cm, 0.592 kg
"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)
Kunden sind das Herzblut jedes Unternehmens, und zufriedene Kunden sind wertvolle Aktivposten. Einen neuen Kunden zu gewinnen, ist weitaus schwieriger und kostspieliger als einen alten Kunden an sich zu binden. Und außerdem kann jeder Kunde jederzeit woanders Kunde werden. Was kann also ein Unternehmen tun, wenn Kunden abwandern? Oder anders gefragt - wie kann ein Unternehmen einen so hervorragenden Kundenservice bieten, dass Kunden erst gar nicht auf die Idee kommen, woanders zu kaufen? In diesem Buch finden Sie die Antwort! "Customer Winback" zeigt Ihnen, wie sie verlorene Kunden zurückgewinnen, Probleme erkennen und Geschäftsabläufe ändern, bevor der Kunde zur Konkurrenz abwandert. Darüber hinaus erfahren Sie alles über Training, Personalbeschaffung und Teamentwicklung und lernen, wie Sie Servicestruktur und Servicekultur verändern müssen, damit Ihr Unternehmen für Ihre Kunden wieder attraktiv wird. Ein praktischer Leitfaden für erfolgreiche Kundenbindung. Geschrieben von zwei erfahrenen Experten auf dem Gebiet der Kundentreue und Kundenbindung.
CUSTOMER RECOVERY: WINNING BACK LOST CUSTOMERS.
Why Aggressive Customer Recovery is Critical to Your Success.
A Closer Look at Customer Loss.
Making New Customers Defection Proof.@Preventing Loss When the Honeymoon is Over.
Early Intervention for Rocky Relationships. Saving Customers On the Brink of Defection.
Recovering Lost Customers.
CUSTOMER PROCOVERY: KEEPING REACTIVATED CUSTOMERS AND MINIMIZING DEFECTIONS.
Practicing Procovery: Why Recovery is Not Enough.
Happy Employees Equal Loyal Customers.
Complaints: Your Number One Customer Procovery Weapon.
The Real Role of Service in Customer Recovery.
Making Your Company Defection Proof.
Subject Areas: Business & management [KJ]
