Whatever the reason for your customer's departure, your objective is to win them back. Enticing a customer to return means showing them that you've changed. You listened to their critiques and paid attention to what went wrong, and, most importantly, you're ready to make amends.
Many marketing experts use the lifetime value (LTV) concept to quantify what a customer represents to your company. You may also see this concept referred to as the customer lifetime value (CLTV). Basically, you determine how much money your customer spends with you over a certain period, and then, when you factor in expenses and other considerations, you know that customer's relative value.
Unfortunately, we could fill an entire book explaining lifetime value. Instead, you need to understand why it's worthwhile to invest in winning back your customers, regardless of the dollar value of that effort. Winning back customers is worthwhile for these reasons: