Mann I. Returnees. Return Marketing: How to Recover Lost Customers. - M .: Mann, Ivanov and Ferber, 2013.
In a difficult crisis period, when new customers are not visible on the horizon, this book by Igor Mann becomes especially relevant.
On the first page, the author suggests choosing several important customers who have left and calculate how much money the company lost with their departure. If the resulting number is surprising in its size (and this is likely to be so), then you should carefully read the “Returnees” and study the tools recommended by Igor Mann for the return of lost customers. The author analyzes in detail why customers leave and what needs to be done to regain their trust.
The main thing in return marketing is to be able to admit your mistakes and guilt, take responsibility for them and ask for forgiveness.
What are the specifics: On the margins of the book there is a place for tasks and writing down ideas that arise during the reading process.
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