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See also the Loyalty Book
...From the Foreword
by Peppers and Rogers
No matter what business you’re in, customers are the central mission of your enterprise. A business, to stay in business, must be able to get, keep and grow customers. And if for some reason you don’t manage to keep a customer, then by all means figure out how to get the customer back. Getting customers to return, once they have terminated their relationship with you, is what Customer WinBack is about.
Getting a customer to return can be accomplished in many different ways, using a variety of tactics and offers. However, what all successful win-back programs have in common is that they are proactive, strategically sound initiatives rather than occasional hit-and-run tactics. A win-back program may be based on promotional offers or it could be based on service-oriented customer coddling, but all successful programs are deliberate. They are measurable. And they are well thought out.
Thinking carefully about how to win customers back is what this book is all about.
Don Peppers and Martha Rogers
Partners, Peppers and Rogers Group