One school of thought among customer service managers today is that it doesn't pay to wow your customer.

Instead, it is more desirable — and more cost effective — to "meet expectations."

Regardless of whether you agree or disagree with that strategy for retaining customers, it is not a solution for winning back customers.

Why would you want to win back customers?

So you don't have to start from scratch.

The cost of attaining new customers is far greater than retaining them.

"Lost customers" may have replaced your company — but they were once regulars, and did at one point have fond memories of your business.

You need to rekindle the flame, and often, it's not that different.

It's definitely less expensive than cultivating a customer.

But miscommunication happens and mistakes are made. All is not necessarily lost, but you must be authentic in your approach.

See 3 ways to win back ex-customers >