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Summary: Winback: stretching conventional thinking
Review: A great book.Conventional thinking promotes four phases of a customer's lifecycle: identify, win, retain and develop relationships. Lowenstein and Griffin add a previously under-explored category, winback, to enable companies to capitalise on the assets they've ignored so far. In a highly accessible style, packed with valuable insights and information, the authors stretch the thinking of the reader, and provide a catalyst for improvement in their own business performance. I commend the book to all those seriously engaged on the journey towards customer centricity. Buy it, or be left behind.
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Summary: A Must-Have Reference Book for Customer Winback
Review: Customer Winback broaches a topic that is applicable to infinitely many businesses. Thoughtful and well-organized, this book teems with appropriate examples for readers on a quest to "winback" customers. The real value in this book is the depth of information Griffin and Lowenstein provide. Rather than simply providing the reader with top-line information, they delve deep into their own knowledge base and extensive research on the topic to present the reader with useful approaches to winning back those much-desired customers!
Rating:
Summary: A Must-Have Reference Book for Customer Winback
Review: Customer Winback broaches a topic that is applicable to infinitely many businesses. Thoughtful and well-organized, this book teems with appropriate examples for readers on a quest to "winback" customers. The real value in this book is the depth of information Griffin and Lowenstein provide. Rather than simply providing the reader with top-line information, they delve deep into their own knowledge base and extensive research on the topic to present the reader with useful approaches to winning back those much-desired customers!
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Summary: Packed full of great, do-able ideas
Review: Customer Winback has great information and wonderful examples (presented in depth) of what companies can do to address a much-neglected area of customer service--winning back lost customers. It shows how this concept is just as important as emphasizing customer loyalty and customer satisfaction in not only maintaining customers, but keeping them delighted and coming back to buy more. It is very well organized, well-written and covers a wide range of material. It also gives you many ideas to implement at your own company. Just one chapter provides you with more substance than many entire books. This is an excellent customer service book and a must for customer service managers. I recommend it highly.
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Summary: A Brilliant Book to Help Any Company Make More Money
Review: Customer Winback is an incredibly interesting and motivating book whose timing could not be better. I bought the book over the Memorial Day weekend and could not put it down. When I read a book, I always underline and put stars next to key points that I go back to when I review the book again. My copy of Customer Winback now has more of my blue pen marks and stars on its pages than the black ink it was printed with. I will be going back to it over and over again. Most companies in today's economic environment are struggling to find ways to make more money. Cost cutting is the instinctive reaction when times get a little tough. Unfortunately, we can't cut or shrink our way to greatness in business. Growing the revenue line with profitable sales is the path to making more and more money each year. The authors of Customer Winback have provided the road map we should all follow to grow sales profitably. The depth of their hands-on practical experience is very evident in the material presented. I was impressed. They also did a great job setting the material out with plenty of real company success stories and the statistics and numbers to back them up. The book provides you with their recommendation for how to implement the program in an easy to follow step by step approach. You will love it (and profit from it.)
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Summary: One of the Best!
Review: Customer Winback oozes credibility. As well as insightful thinking into an area which has been long neglected the book comes with with hundreds of practical pointers.This is abook that deserves to be highlighted and reread. As the author of Artful Persuasion I know how how difficult it is to win back the loyalty of customers who have defected through disatisfaction. This title shows you how.
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Summary: An important book in the field of loyalty
Review: Customer Winback, authored by loyalty experts Griffin and Lowenstein, is an important new book in the field of customer loyalty. Published in 2001, Customer Winback is packed with information, examples and practical advice about how to improve sales and profits by re-acquiring lost customers. Customer re-acquisition is an area that has not been well explored before this book. Most companies don't even track lost customers, much less try to win them back. Yet, as the authors point out, your chances of converting a lost customer are usually much better than your chances of converting a new prospect. This simple fact is a good economic justification for developing a winback program. How do you win them back? The authors don't offer a magic solution. Instead they provide a business process you can use long term, which is of course much better than a silver bullet. It starts with learning why you lost them in the first place, and then deciding who you want to win back. The authors provide some useful tools for approaching each winback situation. One I like is "Second Lifetime Value" which is sort of a reincarnation of the lifetime value concept. In the USA, the timing of this book (Spring, 2001) couldn't be better. When the economy is shaky, companies want to do everything they can to keep their customers, or win them back. Chapters: 1- Why Customer Win-Back is Critical to Your Success 2- Managing the Big Three: Acquisition, Retention and Win-Back 3- Winning back a Lost Customer 4- How to Save a Customer on the Brink of Defection 5- Mobilizing and Managing a Win-Back Team 6- When You Think Your Customer is Safe from Defection 7- Building a Customer Information System that Drives Loyalty 8- Targeting Prospects with Strong Loyalty Potential 9- Leveraging the Power of Customer-Focused Teams 10- How to Build a Fiercely Loyal Staff Gary Kopacek, CEO, Mill City Marketing
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Summary: Defecting Valued Customers May Not be Truly Lost
Review: Jill Griffin's and Michael Lowenstein's insightful book, Customer WinBack provides a different perspective to Customer Loyalty that many businesses had not considered. That is, some lost customers can be won back! The book provides a practical, research-based guide with several examples and stories on how not only to get customers back, but first determining which customers are worth retaining. The book offers logical and highly readable ways for organizations to structure their Winback programs. The book addresses all aspects of this structure from the team composition and dynamics, to training, and information systems required for successful customer winback and retention. My hats off to these authors for another valuable lesson in customer loyalty and how it impacts profitability. Carol A. Gonzalez Ph.D. President CG Biomedical Associates
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Summary: Defecting Valued Customers May Not be Truly Lost
Review: Jill Griffin's and Michael Lowenstein's insightful book, Customer WinBack provides a different perspective to Customer Loyalty that many businesses had not considered. That is, some lost customers can be won back! The book provides a practical, research-based guide with several examples and stories on how not only to get customers back, but first determining which customers are worth retaining. The book offers logical and highly readable ways for organizations to structure their Winback programs. The book addresses all aspects of this structure from the team composition and dynamics, to training, and information systems required for successful customer winback and retention. My hats off to these authors for another valuable lesson in customer loyalty and how it impacts profitability. Carol A. Gonzalez Ph.D. President CG Biomedical Associates
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Summary: Customer Winback
Review: This book deals with the often neglected area of bringing customers back once you have lost them. Griffin and Lowenstein give the reader numerouse specific strategies and tools for winning back lost customers, saving customer before they defect and "making your company defection-proof." As I have stated in my review for "The Journal of Consumer Marketing",each chapter summarizes the points succinctly in a method that allows the reader to digest the material for long-term memory. This book is right for people who have,had, or hope to have customers. It is one of the most comprehensive books on getting,keeping and getting back customers that I have encountered. It is for people who teach marketing and for people who do marketing.
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