By Mark Fletcher
Anthil Magazine (Online) www.anthillonline.com

Keeping existing customers is almost always cheaper than finding new ones. The traditional approach to customer defection research is to ask former customers: “Why did you leave?” But acting on the results of this type of research won’t actually reduce defections, and can divert your attention from the real issues.

Repeat or on-going customers leave a supplier for a combination of three main reasons:

Drawn: They are drawn away to a supplier that offers them substantially more of what they value (e.g. service, benefits, savings, etc.).

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