7.3 Chapter Summary

The purpose of this chapter was to explore the current models for customer win-back and provide an empirical example as to how firms can apply this knowledge to their own customer databases. We have shown that when firms are able to first understand the drivers of customer reacquisition, customer duration in a second lifetime, and second lifetime customer profitability, the firms can make more strategic decisions about which customers to try and win back and what level of offers to provide those customers to maximize customer profitability.