Resumen de Winning back lost customers

• The article looks at strategies used by companies to win back customers. It references the study "Regaining 'Lost' Customers: The Predictive Power of First-Lifetime Behavior, the Reason for Defection, and the Nature of the Win-Back Offer" by researcher V. Kumar and colleagues, which appeared in the July 2015 issue of the "Journal of Marketing". Topics include the telecommunications industry, price, profit, service quality, and the targeting of specific win-back offers to different kinds of customers. INSET: "THERE'S AN ART AND A SCIENCE TO THIS".