Title: Customer Winback - How to Recapture Lost Customers and Keep Them Loyal
Author: Jill Griffin and Michael W. Lowenstein
Customer loyalty is one of the hottest buzzwords to come out of the CRM movement. But what does it really mean? This book shows you not only how to keep your customers, but also how to win back customers that you have lost along the way.
Griffin and Lowenstein tell us that every year a typical firm loses 20-40% of its customers. Yet, as discouraging as those numbers sound, it's actually easier to win back old customers than it is to acquire new customers. The book explains how to analyze lost customers, detect customers at risk of defecting to competitors and develop a customer information system that will drive customer loyalty - and success! There's even a chapter on creating loyalty within the company, i.e., with your employees.
With a foreword by Don Peppers and Martha Rogers and a truckload of case studies and real-life examples, this book is well worth a read! You can purchase it through the searchCRM website at
This was first published in June 2001