Customer WinBack
How to Recapture Lost Customers - And Keep Them Loyal
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Beschreibung
Most firms consider the lost customer a lost cause. In this ground-breaking book, Jill Griffin and Michael Lowenstein dispel the myth and prove that winning back lost customers can be a rich source of renewed revenue and customer loyalty for any firm. With the average company losing 20 to 40 percent of its customers every year (for Web-based companies, defection rates are substantially higher), it is imperative that firms create hard-working strategies, not only for acquisition and retention but also for win-back. Griffin and 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. The authors offer proven strategies for recognizing which lost customers have the highest win-back value and implementing a sure-fire plan to recover them. Whether your business is small or large, product- or service-based, retail or wholesale, your success depends on keeping high-value customers. Customer WinBack shares the techniques of hundreds of innovative companies, from e-commerce start-ups to corporations such as U.S. Cellular, MCI, Doubleday Direct, and First Union who are already working to recapture lost customers and keep them loyal. In today's hyper-competitive marketplace, no customer retention program can be 100 percent foolproof. With this landmark book, Griffin and Lowenstein blaze a fresh, new trail and show you how to win back those lost customers you simply can't afford to let go. The Authors Jill Griffin is president of The Griffin Group, an Austin, Texas, firm providing customer and staff loyalty research, keynote speaking, and loyalty and win-back program consulting. Her clients include Microsoft, Ford, Arthur Andersen, Hewlett-Packard, Marriott Hotels, and Advanced Micro Devices. Griffin is the author of the business best-seller Customer Loyalty: How to Earn It, How to Keep It (Jossey-Bass, 1997). Michael Lowenstein, CPCM, is managing director of Customer Retention Associates, a customer and staff loyalty program development, research, and training firm located in Collingswood, New Jersey. His clients include Toyota, Prudential, Sygma, Westvaco, Charles Schwab, and Microsoft. Lowenstein is the author of two books, including The Customer Loyalty Pyramid (Quorum, 1997).
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.
Autor*in
Jill Griffin
Themen in »Customer WinBack«
Business & Management Kundenbindung Kundenmanagement Organisationsentwicklung Organizational Development Wirtschaft u. Management
Stimmen zu »Customer WinBack«
"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)
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