Win Back Strategy

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1.5.3 Customer win-back: In real, most of current strategies, customer win-back is defined as reaction to the customers' decision by reacting to events (service failure, tender by the competitors) which led to his withdrawal, and also the possible cost of customer win-back strategy as a result of lost opportunities to reach the customers is large if the strategy of reaction is utilized which means waiting for his withdrawal before communicating with him before is withdrawal, and the individual can argue that the strategies of win-back can be done according to a previous and early conception and not as a reaction because these strategies are aiming the customers who ended already their relationships, whereas thinking in strategies of customers …show more content…

The efforts of different researches around customers win-back have been unified and this by supposing that customers win-back can be imagined in the stages that represent the interaction between communicating with external customers, and handling of internal customer, in addition to the companies' activities towards the customers, so this approach has a specific importance regarding the contractual relationships as it enables the companies to determine the stages of customers' withdrawal, and this as follows (Pick et al. …show more content…

Stage 2: Customer's explanations or justifications for making withdrawal decision.
Stage 3: Extending the offer of win-back.
Stage 4: Customers' handling with win-back offers.
Stage 5: Decision of the customer to come back.
Stage 6: Relation of second life period. And the researcher defines customer win-back in this study as "winning-back proactive strategy targets both of customer who are already withdrawn, and those who haven't withdrawn yet.

Figure 1: Goals of sales promotion Source: Thamer Al-Bakri, marketing communications and promotion, Ibid, 2009, p. 232

1.6 Structure of the

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