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Winning Back a Lost Customer

By: Jill Griffin

Skill Level: Appropriate for all

Duration: 41m 23s

Released: Mar 23, 2016


Lost customers are not lost causes. Statistics show that a firm has a higher probability of winning back a lost customer than prospecting a new one. In this course, customer relationship expert Jill Griffin provides a proven roadmap for winning back a lost customer. She proves the only thing worse than losing high-value customers is neglecting to win them back.

Jill shows that customers defect for one of five reasons: (1) intentionally pushed away, (2) unintentionally pushed away, (3) pulled away, (4) bought away, or (5) moved away. She also outlines which of these customers are the easiest to win back—and how to say “sorry” in a way that will resonate.

Topics include:

  • Why winning back customers is crucial
  • How customers say goodbye
  • The five types of lost customers
  • Running a lost customer campaign


  • Introduction 1m 16s
  • 1. Winning Customers Back is Critical 15m 15s
  • 2. Customer Win-Back Basics 11m 1s
  • 3. Build Your Win-Back Campaign 12m 31s
  • Conclusion 1m 24s


Jill Griffin is the author of the business best-seller Customer Loyalty: How to Earn It, How to Keep It, which has appeared in Harvard Business School’s Working Knowledge list and has been translated into six languages; Customer Winback: How to Recapture Lost Customers–And Keep Them Loyal, which earned Soundview Executive Book Summaries’ 30 Best Business Books award; and Taming the Search-and-Switch Customer: Earning Customer Loyalty in a Compulsion-to-Compare World, which addresses how to build and sustain customer loyalty in the age of near-perfect buyer information. Since 2003, Jill has served on the board of directors of Luby’s/Fuddruckers, Inc. (NYSE: LUB), and helped oversee the restaurant chain’s critical turnaround. Jill speaks and consults with Fortune 500 companies such as Dell, Microsoft, Ford Motor Company, Subaru, Marriott Hotels, Hewlett-Packard, IBM, AMD, Wells Fargo, Western Union, Sprint, and Toyota. She is the recipient of the 2003 Distinguished Alumna Award (received alongside Larry Kellner, then chairman and CEO of Continental Airlines), from the University of South Carolina Moore School of Business, where she earned MBA and bachelor of science degrees, magna cum laude. In 2009, Jill was appointed to the USC Moore School Board of Trustees.

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