Loyal customers are considered to be the most profitable asset of any business. Many times a business faces a situation of having to deal with dis-satisfied customers who may have been at the receiving end of a bad service or faulty product. There is also a possibility that they had to be part of an unpleasant or undesirable situation which has become embedded in their memory. Re-engaging customers or winning them back requires a strategic plan. It is possible to correct the situation by taking several steps including listening to the customers, offering discounts to ensure future visits from them.
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http://www.associationofmarketing.org/articles/view.php?article_id=14531
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