Who should read *Customer Winback*?

This book is essential for business leaders, customer success teams, and entrepreneurs in competitive industries like retail, hospitality, or SaaS. It’s particularly valuable for organizations with high customer churn rates or those seeking cost-effective retention strategies (winning back customers is 5-20x cheaper than acquiring new ones).

What are the key strategies for winning back customers?

- **Proactive communication**: Engage defectors early to understand their concerns. - **Value assessment**: Prioritize high-lifetime-value customers using profitability metrics. - **Tailored recovery**: Offer personalized solutions, such as discounts or service adjustments, based on specific grievances.

How does *Customer Winback* address customer loyalty?

The book argues loyalty isn’t just satisfaction—it’s emotional engagement. It teaches companies to identify "at-risk" customers through behavioral cues (e.g., reduced purchases) and implement pre-emptive retention tactics, like loyalty programs or exclusive offers.

What is the "CPR" framework in *Customer Winback*?

- **Communication**: Actively listen to customer complaints without defensiveness. - **Problem-Solving**: Collaborate on solutions (e.g., refunds, policy changes). - **Recovery**: Restore trust through follow-ups and compensatory gestures.

Does *Customer Winback* discuss when to let go of customers?

Yes. The authors advise cutting ties with unprofitable or toxic customers who drain resources. Redirect efforts toward high-value relationships, as highlighted in case studies from service industries.

How does Jill Griffin’s expertise inform *Customer Winback*?

Griffin draws on 30+ years as a loyalty strategist, including roles at RJR/Nabisco and Hyatt Hotels. Her earlier bestseller *Customer Loyalty* and corporate board experience (Luby’s/Fuddruckers) underpin the book’s data-driven approach.

What criticisms exist about *Customer Winback*?

Some argue the strategies favor large corporations with dedicated service teams. Smaller businesses may struggle to implement complex winback campaigns without automation tools.

Найти и вернуть удержать клиента

Q: What is *Customer Winback: How to Recapture Lost Customers—And Keep Them Loyal* about?

*Customer Winback* by Jill Griffin and Michael Lowenstein provides actionable strategies to recover lost customers and strengthen loyalty. It challenges the myth that defectors are irredeemable, offering frameworks like "CPR" (Communication, Problem-Solving, Recovery) to address grievances. The book emphasizes calculating customer lifetime value and shares case studies from companies that successfully rebuilt relationships.

Джилл Гриффин и Майкл В. Ловенстайн

3.53(15 Reviews)

Обзор книги Найти и вернуть удержать клиента

В книге «Customer WinBack» Гриффин и Лоуенштейн раскрывают, почему возвращение потерянных клиентов в 8 раз выгоднее, чем привлечение новых. Microsoft и Ford уже внедряют эти стратегии — не теряет ли ваш бизнес прибыль, игнорируя клиентов, которые уже ушли?

Выберите способ повествования

Одна книга. Множество способов её услышать.

Те же идеи из Найти и вернуть удержать клиента. Выберите подходящие вам голос, глубину и темп. Меняйте в любое время.

Глава 1

When Winning Back Customers Becomes Your Competitive Edge

Ever wonder why some businesses seem to hemorrhage customers while others maintain fierce loyalty? In "Customer WinBack," Jill Griffin and Michael W. Lowenstein reveal the secret weapon of today's most profitable companies: the ability to recapture lost customers. This groundbreaking work has become required reading at Harvard Business School and has influenced customer retention strategies at companies like Amazon, Apple, and Netflix. The book's impact extends beyond business-it's changed how we think about relationships in general, with celebrities like Oprah Winfrey citing its principles when discussing rebuilding trust in personal connections. What makes this book particularly powerful is its counter-intuitive premise: in today's hyper-competitive marketplace, the ability to win back defected customers may be more valuable than acquiring new ones or even retaining current ones.

Глава 2

The Hidden Gold Mine of Lost Customers

Most businesses are hemorrhaging valuable customers without even realizing it. Studies show that companies typically lose 15-20% of their customers annually, yet fewer than half can accurately identify their defection rate. This blind spot creates an enormous missed opportunity, as winning back just 5% of lost customers can increase profits by 25-125% depending on the industry. Why does customer defection go unmanaged? Three critical factors are at play. First, most companies lack systems to track customer loss-they simply don't know who's leaving. Second, organizational structures often separate customer acquisition from retention, creating accountability gaps. Finally, many businesses mistakenly believe that once a customer leaves, they're gone forever. The rewards of implementing effective win-back strategies are both immediate and long-term. Short-term benefits include recapturing revenue, reducing acquisition costs (which are typically 5-9 times higher than retention costs), and gaining competitive intelligence about why customers leave. Long-term rewards include increased customer lifetime value, enhanced market reputation, and valuable insights for preventing future defections. Consider First Union's success story: after implementing a targeted win-back program, they recovered 85% of their most valuable defecting customers. Similarly, Doubleday Direct developed a "second chance" program that successfully reactivated 40% of dormant book club members. These examples demonstrate that with the right approach, lost customers aren't necessarily gone forever-they're simply waiting to be invited back. The most sophisticated companies view customer relationships as a continuous laboratory for learning. They recognize that acquisition, retention, and win-back aren't separate activities but interconnected processes that form a comprehensive customer lifecycle management strategy. By analyzing purchase data across these stages, businesses can identify critical patterns that predict defection risk and create targeted interventions before customers leave-or win them back when they do.

Следите за каждым словом во время прослушивания

Читайте вместе с аудио: каждое слово из Найти и вернуть удержать клиента подсвечивается в реальном времени.

Глава 3

Understanding Why Customers Leave and How to Bring Them Back

Customer relationships end in various ways-some with a bang, others with a whimper. Some customers formally notify you of their departure, while others simply disappear without explanation. Understanding these termination patterns is the first step in developing effective recovery strategies. Not all lost customers are worth pursuing. The key is determining which ones represent sufficient "second lifetime value" to justify win-back investments. This calculation considers not just potential future revenue but also the likelihood of successful recovery and the resources required. Smart companies develop formulas that incorporate these factors to prioritize win-back targets. Lost customers generally fall into five categories, each requiring a different approach: 1. Price defectors who left primarily over cost concerns 2. Product defectors who found better features elsewhere 3. Service defectors who experienced poor treatment 4. Market defectors who no longer need your category of product 5. Technological defectors who switched to newer solutions Effective win-back communication must acknowledge past problems while focusing on future benefits. BellSouth Mobility exemplifies this approach with their "We Want You Back" program that begins with a sincere apology, acknowledges specific service failures, and then presents a compelling offer tailored to the customer's original reason for leaving. Their success rate? An impressive 50% recovery of targeted defectors. The most valuable insight from win-back efforts often comes not from the customers you recover but from what you learn about why they left in the first place. This intelligence should feed directly back into your retention strategies, creating a continuous improvement loop that gradually makes your business more defection-resistant.

Глава 4

Saving Customers on the Brink of Defection

Identifying at-risk customers before they leave is even more valuable than winning them back afterward. Companies like Cellular One have developed sophisticated "customer save" programs that monitor warning signs and intervene proactively when defection appears imminent. The most effective approach follows a three-step CPR process: 1. Comprehend the situation by gathering all available intelligence about the customer's dissatisfaction 2. Propose solutions tailored to address their specific concerns 3. Respond by monitoring their reaction and adjusting your approach accordingly Trust is the foundation of all business relationships, and when it erodes, defection follows. Rebuilding trust requires understanding the three phases of customer loss: 1. Disappointment - The initial negative experience that creates doubt 2. Disengagement - The customer emotionally withdraws while still technically remaining a customer 3. Termination - The formal end of the relationship Early intervention is critical. Research shows that 95% of customers who experience disappointment can be saved if the issue is addressed immediately, but this drops to just 10% if intervention is delayed until the termination phase. Seven valuable information sources can help identify at-risk customers: 1. Purchase data analysis that reveals changing buying patterns 2. Frontline staff intelligence from employees who interact directly with customers 3. Customer research that measures relationship strength 4. Accounts receivable signals like payment delays or disputes 5. Customer network feedback from loyal customers about others who may be dissatisfied 6. Sophisticated churn models that identify statistical patterns predicting defection 7. Account milestones that correlate with high defection risk Web customers present unique challenges due to their higher expectations, easier exit options, and unpredictable online experiences. Research shows alarming service gaps in e-commerce: 56% of sites don't respond to emails within 48 hours, and 36% offer poor phone assistance. The strategy for saving web customers is simple in concept but challenging in execution: assume every online customer is constantly at risk and personalize your approach accordingly.

Получите больше от Найти и вернуть удержать клиента

Получайте новые идеи каждый день из более чем 100 000 уроков
Слова подсвечиваются синхронно с аудио
Ваша библиотека сохранена на всех устройствах

Глава 5

Building an Effective Win-Back Team

Successful customer recovery requires dedicated personnel with specific skills and temperaments. The decision between establishing a temporary team for specific situations or creating a permanent win-back department should be based on business volume, customer churn rates, and strategic importance of retention. Norwest Bank (now Wells Fargo) created an exemplary temporary win-back team during their acquisition of Texas regional banks. As customers expressed concerns about becoming "just another number" in a large institution, bank president Bonnie Martinez transformed her office into a weekly win-back center. She meticulously selected team members who demonstrated resilience to rejection and maintained positive attitudes despite challenging conversations. The team implemented a sophisticated process for prioritizing calls based on customer value, relationship length, and likelihood of recovery. They provided comprehensive tools including detailed scripts, objection handling guides, and customer history profiles. This systematic approach resulted in recovering 67% of at-risk relationships within the first three months. For permanent win-back operations, successful managers like Fernando Roman at Cellular One and Catherine Sheeran at MCI emphasize several critical success factors: 1. Careful recruitment - Prioritizing internal promotions of customer service stars who deeply understand products and company culture. External hires should demonstrate proven relationship-building skills and industry knowledge. 2. Continuous training that follows a structured progression: - Week 1: Basic product knowledge and systems - Weeks 2-3: Communication skills and empathy training - Weeks 4-6: Advanced negotiation techniques - Ongoing: Weekly skill-building sessions and role-playing exercises 3. Transparent performance metrics including: - Win-back success rates - Customer satisfaction scores - Average revenue per recovered customer - First-call resolution rates - Quality assurance scores 4. Thoughtful matching of representatives with appropriate win-back scenarios: - Senior reps handling high-value customers - Technical specialists addressing service-related departures - Bilingual staff for non-English speaking customers - Industry specialists for business accounts 5. Positive call monitoring focused on: - Celebrating successful recovery techniques - Sharing best practices across the team - Recording exemplary calls for training - Providing immediate positive feedback The most effective win-back teams maintain high standards while preventing burnout through: • Rotating assignments between outbound and inbound calls • Creating special project opportunities • Implementing reward systems beyond monetary incentives • Organizing team-building activities • Providing career advancement paths Successful teams understand that customer recovery requires a delicate balance of technical expertise and emotional intelligence. They emphasize the importance of genuine empathy while maintaining professional boundaries. Regular team meetings include case studies of both successful and unsuccessful recovery attempts, fostering continuous learning and improvement. Companies like Sprint and American Express have found that investing in specialized win-back teams typically delivers ROI of 200-300% compared to using general customer service representatives for recovery efforts.

Глава 6

Making Your Company Defection-Proof

While recovering lost customers is valuable, preventing defections in the first place is even better. This requires understanding that no customer is ever truly "safe" from defection-needs and values shift over time, and competitors constantly innovate to lure your best customers away. Even long-term customers can suddenly leave if their circumstances change or if they encounter a more compelling alternative. Professor Noriaki Kano's groundbreaking model helps explain why customer satisfaction doesn't guarantee loyalty. He identifies three performance levels that impact customer relationships differently: 1. Basic - Must-have performance that prevents dissatisfaction but doesn't increase loyalty. Examples include clean restrooms in restaurants, accurate billing, or reliable product delivery. When these elements fail, customers become frustrated, but when they work perfectly, they generate no particular loyalty. 2. Expected - Industry-standard offerings that maintain competitive parity, such as WiFi in coffee shops, online banking features, or standard warranty coverage. These features are necessary to stay competitive but rarely create differentiation. 3. Unanticipated - Exciting, surprising performance that significantly increases loyalty. This might include personalized service touches, unexpected upgrades, or innovative solutions to customer problems that go beyond the ordinary. The most successful companies operate at all three levels simultaneously. Central Market grocery store exemplifies this approach by providing basics like efficient checkout functionality and clean stores, expected services like prepared foods and traditional grocery items, and unanticipated experiences like exotic food selections, cooking classes, and live music that create emotional connections with customers. They also offer unique touches like personalized recipe recommendations and seasonal food festivals that keep customers engaged and excited. Discovering what customers truly value requires constant attention through multiple channels: • Customer surveys that identify loyalty drivers and attrition causes, including both quantitative metrics and open-ended feedback • Complaint systems that actively solicit feedback rather than waiting for it, with clear escalation paths and resolution protocols • Loyalty research that distinguishes between mere satisfaction and genuine commitment, including Net Promoter Score tracking and customer behavior analysis • Social media monitoring to capture real-time sentiment and identify emerging trends • Front-line employee feedback to gather insights from those who interact with customers daily Perhaps most importantly, companies must recognize that satisfaction doesn't guarantee loyalty. ClubCorp discovered this when 25% of departing members had been with them less than a year despite giving high satisfaction ratings. They were measuring tangible factors like food quality and facilities but missing the intangible elements that truly drove loyalty-networking opportunities and social atmosphere. This led them to redesign their member experience around social connections and community building, resulting in significantly improved retention rates. To become truly defection-proof, companies must: • Regularly audit all customer touchpoints for consistency and quality • Invest in employee training to deliver exceptional service experiences • Create systematic processes for gathering and acting on customer feedback • Continuously innovate to surprise and delight customers • Build emotional connections that transcend traditional business transactions

Следите за каждым словом во время прослушивания

Глава 7

Leveraging the Customer Life Cycle for Stronger Relationships

Customer loyalty develops through distinct stages, from first-time buyer to loyal advocate. The most effective relationship management programs organize around these loyalty milestones, helping customers advance from one level to the next. These stages typically include awareness, initial purchase, repeat purchase, loyalty, and advocacy, with each phase requiring different engagement strategies and support mechanisms. Early experiences are particularly crucial as they set the tone for the entire relationship. One banking customer consolidated multiple accounts with a new institution, transferring over $500,000 in assets, only to be alienated when the bank placed an unnecessary hold on their funds during an overseas trip. Despite having successfully "entangled" the customer with multiple products, the bank ultimately lost their business by violating trust at a critical moment. This illustrates how even seemingly minor service failures can derail relationships with otherwise profitable customers. "Wondrous entanglement" is a powerful strategy for converting first-time buyers into loyal customers. This three-part process involves: 1. Identifying all products that might benefit new buyers through detailed customer needs analysis and predictive modeling 2. Motivating customers to use multiple products over time through targeted incentives and educational programs 3. Proving these products provide unique value through regular performance reviews and ROI demonstrations ClubCorp excels at this through member mentoring programs that match new members with existing ones who share similar interests, helping integrate newcomers into club life. Their mentoring system pairs first-time members with experienced members based on professional background, family status, and recreational interests, creating natural social bonds. They also track usage patterns across facilities, dining, and events, intervening when established members become inactive to prevent disengagement. This proactive approach has resulted in a 23% increase in member retention. Online tools have created new opportunities for deepening customer relationships. Dell's Premier Pages-password-protected private web pages for corporate customers-allow predetermined configurations and free sales representatives for more consultative roles. These pages store custom pricing, approved product lists, and purchasing histories, streamlining the buying process while maintaining personalization. Email discussion groups and online communities get customers talking to each other, providing invaluable feedback as they progress from introductions to demanding product improvements. Companies like Salesforce have built entire ecosystems around customer communities, where users share best practices, suggest product enhancements, and help troubleshoot issues for peers. Successful organizations also implement regular touchpoint analysis to identify moments of truth in the customer journey. These critical interactions, such as onboarding, problem resolution, and renewal discussions, receive extra attention and resources to ensure positive experiences that advance relationships to the next loyalty level.

Глава 8

Building Information Systems That Drive Loyalty

ChemStation, a $25 million industrial detergent company, demonstrates the power of customer information systems in driving loyalty. Their Tank Management System integrates field intelligence from salespeople with laboratory innovations, enabling computer-driven devices to configure tailor-made detergents for each customer's specific needs. This customer-focused approach transformed salespeople into information gatherers and created a system where secret custom formulas keep customers loyal while driving double-digit profit margins. A well-designed Customer Information System (CIS) integrates scattered databases and connects dispersed operations. Allstate's system cut underwriting time in half while saving millions in data costs. SunExpress created an integrated system allowing global representatives to handle 100% of customer calls in one conversation, doubling revenue per representative. Mercedes routes customer feedback directly to manufacturing, enabling rapid problem resolution. The critical first step in designing a CIS is bringing business users and IT people together to establish clear objectives. Keep data fields simple, focusing on key information like customer identification, value ratings, communication records, purchase behavior, and loyalty indicators. The goal is creating an information system sensitive enough to understand every customer's needs. Data collectors-salespeople and customer service representatives-require special nurturing to ensure quality information. Help them see benefits by demonstrating how integrated databases provide valuable leads and improve sales yields. Avoid fatiguing your sources by giving clear direction about what information to gather. Provide adequate training and support, especially when transitioning to more complex relational databases. Web-based personalization has transformed customer relationships. Smart e-tailers have moved beyond counting website hits to creating relevant, personalized experiences through sophisticated data techniques. Amazon.com identifies customers by name and emails product recommendations, while Charles Schwab enables personalized account pages. While technological capabilities make it possible to collect vast amounts of data, companies must focus on collecting only key, usable, and pertinent information that serves their ultimate goals.

Получите больше от Найти и вернуть удержать клиента

Получайте новые идеи каждый день из более чем 100 000 уроков
Слова подсвечиваются синхронно с аудио
Ваша библиотека сохранена на всех устройствах

Глава 9

Targeting Prospects with Strong Loyalty Potential

Recruiting high-potential prospects is the most crucial step in winning customer loyalty and reducing defections. Susan Bishop's executive search firm learned this lesson the hard way. Initially accepting any paying client, Bishop Partners eventually redefined their business model to focus on high-level executive searches in selected industries. They learned to decline problematic clients-like an Internet company founder with unreasonable demands-in favor of clients who aligned with their expertise. This transformation led to a 40% increase in revenue and significantly improved staff retention rates. Six key factors drive successful customer targeting: 1. Define your niche and build your business model around it - Focus on specific industries, customer segments, or specialized services where you can demonstrate clear superiority 2. Target clients matching your expertise - Seek opportunities where your team's skills and experience create measurable competitive advantages 3. Ensure profitability - Bishop raised minimum fees to $40,000, recognizing that high-profit segments often represent one-third of buyers but two-thirds of volume. Analysis showed that clients below this threshold consumed disproportionate resources while generating minimal returns 4. Seek repeat business opportunities - Prioritize industries and companies with ongoing needs that align with your services, creating sustainable revenue streams 5. Choose clients who value your expertise - Look for signs that prospects appreciate professional guidance and are willing to invest in quality solutions 6. Avoid prospects with negative reputations that could damage staff morale - Research potential clients' track records in treating vendors and employees Beyond targeting the right prospects, effective segmentation requires more sophisticated analysis than simple demographics. As illustrated by the example of two 51-year-old Connecticut neighbors earning over $1 million-one an investment banker, the other Keith Richards of the Rolling Stones-demographic similarities can mask profound differences in values, needs, and buying behaviors. Successful companies dig deeper to understand psychographic factors, buying patterns, and long-term potential. Identifying undesirable prospects is equally crucial as targeting the right ones. Five customer types to avoid: • "Price grinders" who demand low initial prices while promising future business that never materializes, often using multiple vendors to drive down costs • "Chronic defectors" who regularly pull business without explanation and show no loyalty despite good service • "Discourteous dorks" who are chronically rude and often late with payments, creating unnecessary stress for staff and disrupting cash flow • "Pushers" seeking quick-fix solutions rather than sustainable results, often ignoring professional advice • "Misfits" whose needs don't align with your capabilities, leading to disappointing outcomes for both parties As internet strategist David Siegel notes, "The customer is always right, but not all customers are always right for you." Companies that master selective targeting typically see improvements across multiple metrics: higher profit margins, increased employee satisfaction, and stronger long-term client relationships. For example, after implementing strict client selection criteria, one consulting firm reported a 30% increase in profit margins while reducing staff turnover by half.

Глава 10

Building a Fiercely Loyal Staff

Aaron Feuerstein's response to catastrophe exemplifies the power of employee loyalty. When fire devastated his Malden Mills textile factory, Feuerstein could have taken $300 million in insurance money and retired. Instead, he pledged to keep all 1,400 displaced employees on payroll while rebuilding. This decision aligned with his long-standing belief that workforce loyalty drives success. Staff turnover triggers a devastating chain reaction: when employees leave, customers often follow, with roughly 70% of customer defections traced to staff turnover issues. Replacement costs are staggering-approximately 150% of the departing person's salary when accounting for recruitment fees, lost contacts, reduced productivity during training, and coworker time spent guiding new hires. Nine best practices form the foundation for building staff loyalty: 1. Build a climate of trust - Research shows trust-related issues plague many organizations: 56% of employees say employers fail to show concern for them, 45% report unfair treatment, and 41% say their employers don't trust them. 2. Train, train, and cross-train - Training sends employees the message "we think you are valuable" and represents an investment in their future. Today's employees understand that their marketable skills are their only real job security. 3. Ensure each employee has a career path - IHS HelpDesk reduced staff turnover from 300% to 25% by creating career tracks for help desk employees, including managerial and technical consultant paths. 4. Provide frequent evaluations and reviews - Employees consistently request more feedback than the traditional once-or-twice yearly performance reviews provide. 5. Seek to inform and debrief - Honeywell International's chairman spends two days weekly traveling to plants and offices to hold town meetings and smaller gatherings with "high potential" employees, creating an atmosphere of candor. 6. Recognize and reward initiative - Robert Half International reports lack of recognition is the number one reason people leave jobs. 7. Ask employees what they want and provide it - Ernst & Young addressed their 20% turnover rate by establishing an Office of Retention that implemented staff-suggested solutions including workload patrols and telecommuting options. 8. Have fun - Companies demonstrate this through creative approaches: Clif Bar provides a climbing wall and fitness classes, Ben & Jerry's employs a "Grand Poobah of Joy," and Wells Fargo's "In Good Company" program combines recognition with fun rewards. 9. Hire the right employees initially - Southwest Airlines involves staff and customers in selection, hiring only 3% of applicants. Like customers, employees move through predictable loyalty stages with three critical defection risk points: "New-hire hysteria," "Promotion peril," and "Boredom blues." Understanding and planning for these crisis points significantly improves retention rates. Building loyal staff requires dedication but may be the most crucial competitive advantage. With talent now more important than capital or strategy, and job markets tightening, intellectual capital in the form of loyal employees becomes a company's most valuable asset. Companies should apply customer loyalty principles to employees: gather and respond to feedback, use every available loyalty-building tactic, and when employees do leave, part on good terms and learn from the experience.

★★★★★

Вы дочитали Найти и вернуть удержать клиента до конца

Любимо более чем 1 млн учащихся

“Прошло 23 дня, и я пользуюсь приложением каждый день. Теперь оно стало частью моей повседневной жизни.”

jayallen

Ключевые темы в Найти и вернуть удержать клиента

customer defection analysis
relationship recovery strategies
customer lifetime value
churn prevention
win-back marketing

Цитаты из Найти и вернуть удержать клиента

Lost customers aren't necessarily gone forever-they're simply waiting to be invited back.
Not all lost customers are worth pursuing.
Trust is the foundation of all business relationships, and when it erodes, defection follows.
Early intervention is critical.
Assume every online customer is constantly at risk and personalize your approach accordingly.

Персонажи в Найти и вернуть удержать клиента

Jill GriffinCo-author and expert on customer loyalty
Michael W. LowensteinCo-author and customer retention strategist

Об авторе

Джилл Гриффин и Майкл В. Ловенстайн являются соавторами книги «Customer Winback: How to Recapture Lost Customers—And Keep Them Loyal» и признаны ведущими экспертами в области стратегий удержания и лояльности клиентов.

Ловенстайн — опытный консультант по лояльности клиентов с более чем тридцатилетним стажем. Он основал компанию Customer Retention Associates и написал такие фундаментальные труды, как «Customer Retention: An Integrated Process for Keeping Your Best Customers» и «The Customer Loyalty Pyramid». Его основанные на исследованиях методики по предотвращению оттока клиентов и CRM были внедрены в таких корпорациях, как Microsoft, Toyota и Prudential.

Гриффин, соавтор этого определяющего бизнес-руководства, привносит в работу дополняющий опыт в области маркетинга взаимоотношений. Вместе они детально анализируют методологии возврата клиентов, сочетая академическую строгость с практическими примерами из реального бизнеса.

Идеи Ловенстайна, отточенные за время его работы преподавателем в Университете штата Пенсильвания и Американской ассоциации менеджмента, сформировали современные программы лояльности по всему миру.

Книга «Customer Winback», входящая в известную бизнес-серию издательства Wiley, остается основным учебным пособием в программах MBA и корпоративных тренингах, получив признание благодаря своим прикладным системам восстановления доверия клиентов и обеспечения долгосрочной прибыльности.

Скачать резюме книги «Найти и вернуть удержать клиента»

Получите резюме книги «Найти и вернуть удержать клиента» в формате PDF или EPUB бесплатно. Распечатайте или читайте офлайн в любое время.

Пользователям также понравилось

Never Lose a Customer Again

Joey Coleman

Winning on Purpose

Fred Reichheld

Обложка книги Win Her Back: The Counterintuitive Approach

How to Help Your Spouse Heal from Your Affair

The Science of Fading Love: Why Relationships Die and Revive

18 sources

Win Her Back: The Counterintuitive Approach

Обложка книги Customer communication for small business growth

25 sources

Customer communication for small business growth

Evergreen

Noah Fleming

Bounce Back

Susan Kahn

Winning

Jack Welch & Suzy Welch

Обложка книги Making Returns and Refund Policies Work for You

27 sources

Making Returns and Refund Policies Work for You

Часто задаваемые вопросы об этой книге

Узнать больше

ПЛАН ОБУЧЕНИЯ

Escape the Competition Trap

In today's saturated markets, competing on price and features is a race to the bottom. This plan is essential for entrepreneurs and strategic leaders who want to stop fighting rivals and start creating new value for untapped audiences.

2 h 30 m•5 Разделы

ПЛАН ОБУЧЕНИЯ

The Architecture of the Comeback

This learning plan is essential for leaders facing professional adversity or career transitions. It provides a historical blueprint for resilience, making it ideal for executives and entrepreneurs who need to turn setbacks into strategic advantages.

1 h 12 m•3 Разделы

ПЛАН ОБУЧЕНИЯ

The Second Opinion Pivot

This plan is essential for sales professionals who struggle to break through with prospects already committed to competitors. It provides a tactical framework for mastering renewal timing and psychological triggers to turn rejection into a pivot.

1 h•2 Разделы

ПЛАН ОБУЧЕНИЯ

Reclaim Your Strategic Focus

In an era of constant distraction, professionals often mistake being busy for being productive. This plan is designed for leaders and high-performers who need to move beyond firefighting and regain control over their cognitive resources.

1 h 36 m•4 Разделы

ПЛАН ОБУЧЕНИЯ

Digital Growth: From Zero to Profitable Campaign

In an increasingly crowded digital landscape, mastering the transition from visibility to profitability is essential for any modern entrepreneur. This plan is designed for business owners and marketers who need a structured roadmap to master conversion psychology, paid acquisition, and automated community building.

2 h•4 Разделы

ПЛАН ОБУЧЕНИЯ

The Psychology of High-Impact Conversion

This plan is essential for growth marketers and sales professionals looking to merge behavioral science with data-driven optimization. It provides a unique framework for mastering both the digital funnel and the psychological triggers that lead to a final close.

1 h 30 m•3 Разделы

ПЛАН ОБУЧЕНИЯ

Cold Call to Committed Customer

This learning plan is essential for sales professionals looking to transform cold outreach into a predictable revenue engine. It is ideal for SDRs and account executives who want to master the psychology of high-stakes phone conversations and improve their conversion rates.

1 h 36 m•4 Разделы

ПЛАН ОБУЧЕНИЯ

The Neurobiology of Sales Resilience

This program is essential for sales professionals facing high burnout or rejection fatigue. It combines neurobiology with practical sales tactics to help teams maintain peak performance under pressure.

1 h 30 m•3 Разделы

Создано выпускниками Колумбийского университета в Сан-Франциско

LOVED BY

1,000,000+ curious minds.

4.7

avg rating

1M+ learners

"Instead of endless scrolling, I just hit play on BeFreed. It saves me so much time."

@Moemenn

"I never knew where to start with nonfiction—BeFreed’s book lists turned into podcasts gave me a clear path."

@Chloe, Solo founder, LA

117

"Perfect balance between learning and entertainment. Finished ‘Thinking, Fast and Slow’ on my commute this week."

@Raaaaaachelw

"Crazy how much I learned while walking the dog. BeFreed = small habits → big gains."

@Matt, YC alum

108

"Reading used to feel like a chore. Now it’s just part of my lifestyle."

@Erin, Investment Banking Associate , NYC

254

"Feels effortless compared to reading. I’ve finished 6 books this month already."

@djmikemoore

"BeFreed turned my guilty doomscrolling into something that feels productive and inspiring."

@Pitiful

4.5K

"BeFreed turned my commute into learning time. 20-min podcasts are perfect for finishing books I never had time for."

@SofiaP

"BeFreed replaced my podcast queue. Imagine Spotify for books — that’s it. 🙌"

@Jaded_Falcon

201

"It is great for me to learn something from the book without reading it."

@OojasSalunke

"The themed book list podcasts help me connect ideas across authors—like a guided audio journey."

@Leo, Law Student, UPenn

483

"Makes me feel smarter every time before going to work"

@Cashflowbubu

Узнайте больше о том, как обсуждают BeFreed в интернете

Создано выпускниками Колумбийского университета в Сан-Франциско

LOVED BY

1,000,000+ curious minds.

4.7

avg rating

1M+ learners

"Instead of endless scrolling, I just hit play on BeFreed. It saves me so much time."

@Moemenn

"I never knew where to start with nonfiction—BeFreed’s book lists turned into podcasts gave me a clear path."

@Chloe, Solo founder, LA

117

"Perfect balance between learning and entertainment. Finished ‘Thinking, Fast and Slow’ on my commute this week."

@Raaaaaachelw

"Crazy how much I learned while walking the dog. BeFreed = small habits → big gains."

@Matt, YC alum

108

"Reading used to feel like a chore. Now it’s just part of my lifestyle."

@Erin, Investment Banking Associate , NYC

254

"Feels effortless compared to reading. I’ve finished 6 books this month already."

@djmikemoore

"BeFreed turned my guilty doomscrolling into something that feels productive and inspiring."

@Pitiful

4.5K

"BeFreed turned my commute into learning time. 20-min podcasts are perfect for finishing books I never had time for."

@SofiaP

"BeFreed replaced my podcast queue. Imagine Spotify for books — that’s it. 🙌"

@Jaded_Falcon

201

"It is great for me to learn something from the book without reading it."

@OojasSalunke

"The themed book list podcasts help me connect ideas across authors—like a guided audio journey."

@Leo, Law Student, UPenn

483

"Makes me feel smarter every time before going to work"

@Cashflowbubu

"Instead of endless scrolling, I just hit play on BeFreed. It saves me so much time."

@Moemenn

"I never knew where to start with nonfiction—BeFreed’s book lists turned into podcasts gave me a clear path."

@Chloe, Solo founder, LA

117

"Perfect balance between learning and entertainment. Finished ‘Thinking, Fast and Slow’ on my commute this week."

@Raaaaaachelw

"Crazy how much I learned while walking the dog. BeFreed = small habits → big gains."

@Matt, YC alum

108

"Reading used to feel like a chore. Now it’s just part of my lifestyle."

@Erin, Investment Banking Associate , NYC

254

"Feels effortless compared to reading. I’ve finished 6 books this month already."

@djmikemoore

"BeFreed turned my guilty doomscrolling into something that feels productive and inspiring."

@Pitiful

4.5K

"BeFreed turned my commute into learning time. 20-min podcasts are perfect for finishing books I never had time for."

@SofiaP

"BeFreed replaced my podcast queue. Imagine Spotify for books — that’s it. 🙌"

@Jaded_Falcon

201

"It is great for me to learn something from the book without reading it."

@OojasSalunke

"The themed book list podcasts help me connect ideas across authors—like a guided audio journey."

@Leo, Law Student, UPenn

483

"Makes me feel smarter every time before going to work"

@Cashflowbubu

"Instead of endless scrolling, I just hit play on BeFreed. It saves me so much time."

@Moemenn

"I never knew where to start with nonfiction—BeFreed’s book lists turned into podcasts gave me a clear path."

@Chloe, Solo founder, LA

117

"Perfect balance between learning and entertainment. Finished ‘Thinking, Fast and Slow’ on my commute this week."

@Raaaaaachelw

"Crazy how much I learned while walking the dog. BeFreed = small habits → big gains."

@Matt, YC alum

108

"Reading used to feel like a chore. Now it’s just part of my lifestyle."

@Erin, Investment Banking Associate , NYC

254

"Feels effortless compared to reading. I’ve finished 6 books this month already."

@djmikemoore

"BeFreed turned my guilty doomscrolling into something that feels productive and inspiring."

@Pitiful

4.5K

"BeFreed turned my commute into learning time. 20-min podcasts are perfect for finishing books I never had time for."

@SofiaP

"BeFreed replaced my podcast queue. Imagine Spotify for books — that’s it. 🙌"

@Jaded_Falcon

201

"It is great for me to learn something from the book without reading it."

@OojasSalunke

"The themed book list podcasts help me connect ideas across authors—like a guided audio journey."

@Leo, Law Student, UPenn

483

"Makes me feel smarter every time before going to work"

@Cashflowbubu

Узнайте больше о том, как обсуждают BeFreed в интернете

Начните своё обучение прямо сейчас

Глава 6

Найти и вернуть удержать клиента

ОбзорОбзор книги Найти и вернуть удержать клиента

Одна книга. Множество способов её услышать.

When Winning Back Customers Becomes Your Competitive Edge

The Hidden Gold Mine of Lost Customers

Следите за каждым словом во время прослушивания

Understanding Why Customers Leave and How to Bring Them Back

Saving Customers on the Brink of Defection

Получите больше от Найти и вернуть удержать клиента

Building an Effective Win-Back Team

Making Your Company Defection-Proof

Следите за каждым словом во время прослушивания

Leveraging the Customer Life Cycle for Stronger Relationships

Building Information Systems That Drive Loyalty

Получите больше от Найти и вернуть удержать клиента

Targeting Prospects with Strong Loyalty Potential

Building a Fiercely Loyal Staff

Вы дочитали Найти и вернуть удержать клиента до конца

Ключевые темы в Найти и вернуть удержать клиента

Цитаты из Найти и вернуть удержать клиента

Персонажи в Найти и вернуть удержать клиента

Об авторе

Скачать резюме книги «Найти и вернуть удержать клиента»

Пользователям также понравилось

Часто задаваемые вопросы об этой книге

What is Customer Winback: How to Recapture Lost Customers—And Keep Them Loyal about?

Who should read Customer Winback?

What are the key strategies for winning back customers?

How does Customer Winback address customer loyalty?

Узнать больше

1,000,000+ curious minds.

1,000,000+ curious minds.

Одна книга. Множество способов её услышать.

When Winning Back Customers Becomes Your Competitive Edge

The Hidden Gold Mine of Lost Customers

Следите за каждым словом во время прослушивания

Understanding Why Customers Leave and How to Bring Them Back

Saving Customers on the Brink of Defection

Получите больше от Найти и вернуть удержать клиента

Building an Effective Win-Back Team

Making Your Company Defection-Proof

Следите за каждым словом во время прослушивания

Leveraging the Customer Life Cycle for Stronger Relationships

Building Information Systems That Drive Loyalty

Получите больше от Найти и вернуть удержать клиента

Targeting Prospects with Strong Loyalty Potential

Building a Fiercely Loyal Staff

Вы дочитали Найти и вернуть удержать клиента до конца

Пользователям также понравилось

Узнать больше

Обзор книги Найти и вернуть удержать клиента