Win back programs can help you...

1. Uncover improvement opportunities. Dialogue with customers who are on the brink of defection or who have already defected can help you pinpoint opportunities to improve product and service delivery, correct miscommunications and identify new product opportunities.

2. Develop an at-risk profile. By analyzing lost customers, you can develop a profit for detecting at-risk customers.

3. Limit negative word of mouth. A lost customer recovery program can help you limit negative word of mouth from unhappy customers who defect and encourage positive word of mouth from the customers who are regained. Conversely, if their concerns are left unaddressed, defecting customers can be a deadly source of informal negative publicity.

Source: Customer WinBack: How to Recapture Lost Customers and Keep Them Loyal by Jill Griffin and Michael Lowenstein