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Happy Returns

Five simple steps to winning back customers who've strayed.

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This story appears in the December 1997 issue of Entrepreneur. Subscribe »

Well, I'll never do business with them again!"

How many of us have uttered those words? At one time or another, we've probably all felt that way about someone or some company. Truth is, many businesses experience customer attrition that seriously affects their profits and ability to grow. But much of this can be prevented or even corrected after the fact. How? By taking the time to do a little "post mortem" research and by developing a plan to go after those lost customers. Try following these five suggestions:

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