1、标题CUSTOMERRETENTIONISNOTENOUGH原文COMPANYHOWLIKELYCUSTOMERSARETODEFECTMOBILEPHONECUSTOMERS,FORINSTANCE,CONTINUALLYSWITCHPROVIDERSBECAUSEOFCUSTOMERSERVICEPROBLEMSBUTSATISFACTIONALONEDOESNTTELLACOMPANYWHATMAKESCUSTOMERSLOYALTHEPRODUCTORTHEDIFFICULTYOFFINDINGAREPLACEMENT,FOREXAMPLENORDOESGAUGINGSATISFACT
2、IONLEVELSTELLACOMPANYHOWSUSCEPTIBLEITSCUSTOMERSARETOCHANGINGTHEIRSPENDINGPATTERNSVARIATIONSTHATMOREOFTENCOMEABOUTASARESULTOFCHANGESINTHEIRLIVES,INTHECOMPANYSOFFER,ORINITSCOMPETITORSOFFERSUNDERSTANDINGTHEOTHERDRIVERSOFLOYALTYOURRESEARCHSHOWED,ISCRUCIALTOHAVINGANINFLUENCEONMIGRATIONBYLEARNINGTOUNDERST
3、ANDWHYCUSTOMERSEXHIBITDIFFERENTDEGREESOFLOYALTY,ANDCOMBININGTHATKNOWLEDGEWITHDATAONCURRENTSPENDINGPATTERNS,COMPANIESCANDEVELOPLOYALTYPROFILESTHATDEFINEANDQUANTIFYSIXCUSTOMERSEGMENTSEXHIBIT2THREEOFTHEMCANBEVIEWEDASLOYALISTSTHATIS,THEYAREMAINTAININGORINCREASINGTHEIREXPENDITURESTHESECUSTOMERSARELOYALBE
4、CAUSETHEYAREEMOTIONALLYATTACHEDTOTHEIRCURRENTPROVIDER,HAVERATIONALLYCHOSENITASTHEIRBESTOPTION,ORDONTREGARDSWITCHINGASWORTHTHETROUBLETHEREMAININGSEGMENTSTHEDOWNWARDMIGRATORSHAVEONEOFTHREEREASONSFORSPENDINGLESSTHEIRLIFESTYLEHASCHANGEDASARESULT,SAY,OFMOVINGORHAVINGBABIES,SOTHEYHAVEDEVELOPEDNEWNEEDSTHAT
5、THECOMPANYISNTMEETINGTHEYCONTINUALLYREASSESSTHEIROPTIONSANDHAVEFOUNDABETTERONEORTHEYAREACTIVELYDISSATISFIED,OFTENBECAUSEOFASINGLEBADEXPERIENCE,WITHARUDESALESCLERK,FOREXAMPLEFORINDUSTRIESTHATDONTHAVEMANYCOMPETITORSCAPABLEOFMEETINGTHEBASICNEEDSOFTHEIRCUSTOMERS,ACTIVEDISSATISFACTIONPLAYSTHESTRONGESTROL
6、EINDOWNWARDMIGRATIONASTHENUMBEROFCOMPETITORSPROVIDINGAMINIMUMLEVELOFSATISFACTIONINCREASES,OTHERFACTORSTENDTOASSUMEALARGERROLECUSTOMERSAREMORELIKELYTOCOMPARETHEMERITSOFVARIOUSVOICEMAILOPTIONS,FORINSTANCE,ONCEPHONESCANBECOUNTEDONTOWORKRELIABLYTHREEBASICCUSTOMERATTITUDESEMOTIVE,INERTIAL,ANDDELIBERATIVE
7、UNDERLIELOYALTYPROFILES1EMOTIVECUSTOMERSARETHEMOSTLOYALFEELINGSTRONGLYTHATTHEIRCURRENTPURCHASESARERIGHTFORTHEMANDTHATTHEIRCHOSENPRODUCTISTHEBEST,THEYRARELYREASSESSPURCHASINGDECISIONSTHESEFEELINGSCANREFLECTAPRODUCTSLONGRECORDOFGOODPERFORMANCE,BUTTHEYAREOFTENFOSTEREDBYINTANGIBLEFACTORSSOFTDRINKSAREACL
8、ASSICEXAMPLETHEYAREVERYSIMILAR,BUTNEARLYHALFOFALLPEOPLEWHOPURCHASETHEMHAVESTRONGFAVORITESOURRESEARCHSHOWSTHATEMOTIVECUSTOMERSGENERALLYSPENDMORETHANTHOSEWHODELIBERATEOVERPURCHASESANDMIGRATEATAMUCHLOWERRATEEMOTIVEPEOPLEARETHUS,RIGHTLY,THEMARKETERSHOLYGRAIL,ANDCOMPANIESWILLFINDVALUEININCREASINGTHEPROPO
9、RTIONOFTHEIRCUSTOMERSINTHISGROUPINERTIALCUSTOMERS,LIKEEMOTIVEONES,RARELYREASSESSTHEIRPURCHASES,BUTTHEIRINACTIONRESULTSFROMHIGHSWITCHINGCOSTSORALACKOFINVOLVEMENTWITHPRODUCTSUTILITIESANDLIFEINSURERSAREGOODEXAMPLESOFINDUSTRIESWHOSECUSTOMERSTENDTOBEINERTIALALTHOUGHTHESECUSTOMERSARENTPRONETOSPENDMOREORLE
10、SSTHANTHEYCURRENTLYDO,INFLUENCINGTHEMOFFERSABOUTASMUCHOPPORTUNITYASINFLUENCINGEMOTIVECUSTOMERS,LARGELYBYMAKINGTHEMLESSLIKELYTOMIGRATEDOWNWARDLYINRESPONSETOSHOCKSSUCHASPRICEHIKES,ISOLATEDCASESOFBADSERVICE,ANDLIFESTYLECHANGESDELIBERATORSBOTHTHOSEWHOMAINTAINTHEIRSPENDINGANDTHOSEWHOSPENDLESSAREONAVERAGE
11、THELARGESTGROUP,REPRESENTING40PERCENTOFALLCUSTOMERSACROSSINDUSTRIESTHEREWARDSFROMINFLUENCINGDELIBERATORSCANBETWICEASHIGHASTHEREWARDSFROMINFLUENCINGEMOTIVEANDINERTIALCUSTOMERSDELIBERATORSFREQUENTLYREASSESSTHEIRPURCHASESBYCRITERIASUCHASAPRODUCTSPRICEANDPERFORMANCEANDTHEEASEOFDOINGBUSINESSWITHACOMPANYE
12、MOTIONALAPPEALSWONTTRUMPSUCHOBJECTIVEFACTORS,ALTHOUGHTHESECUSTOMERSREQUIREMENTSVARYFROMPERSONTOPERSONRETAILGASOLINEANDGROCERIESARETHEKINDSOFPRODUCTSTHATDRAWAPREPONDERANCEOFDELIBERATIVECUSTOMERSDELIBERATORSWHOVALUECONVENIENCEANDQUALITYINAGROCERYSTORE,FOREXAMPLE,WOULDLIKELYCHOOSEANEARBYGROCERWITHAGOUR
13、METDELIAMOREVALUECONSCIOUSCUSTOMERMIGHTWELLCHOOSEAMOREDISTANTSTOREOFFERINGBETTERPRICESSTILL,BOTHOFTHOSECUSTOMERSWOULDCONSTANTLYREEVALUATETHEIRDECISIONSBYCONSIDERINGTHESPECIFICPURPOSEOFATRIPORNEWINFORMATIONFINALLY,MANYCOMPANIESMAKELITTLEEFFORTTOMEETTHEIRCUSTOMERSCHANGINGNEEDS,WHICHBESIDESTHOSEBROUGHT
14、ONBYMOVINGORHAVINGACHILDMIGHTINCLUDENEWFINANCIALORINSURANCEPRODUCTSFORAGINGCUSTOMERSANDNEWTRAVELARRANGEMENTSMADENECESSARYBYUPDATEDCORPORATETRAVELPOLICIESALTHOUGHCHANGINGNEEDSAREOFTENDISMISSEDASUNCONTROLLABLE,OURWORKSHOWSTHATTHEYCANBEADDRESSED,ESPECIALLYIFACOMPANYINVESTSINANEWPRODUCTORCHANNELMEETINGT
15、HESENEWNEEDSISASMALLERBUTRELEVANTPARTOFTHEOVERALLLOYALTYOPPORTUNITYPROFILINGCUSTOMERSOURRESEARCHALSOSHOWEDTHATTHEPROPORTIONOFPEOPLEINEACHLOYALTYSEGMENTDIFFERSBYINDUSTRYEXHIBIT3WEFOUND,FOREXAMPLE,THATFARFEWERCUSTOMERSAREEMOTIONALLYATTACHEDTOTHEIRGROCERYSTORESTHANTOTHEIRLONGDISTANCEPROVIDERSFORBOTHMOB
16、ILEPHONEPROVIDERSANDINTERNETSERVICEPROVIDERS,HOWEVER,DELIBERATORSPREDOMINATE,SOEVENAMONGDIFFERENTKINDSOFTELECOMCOMPANIES,THEPROPORTIONSINEACHSEGMENTCANVARYALOTTHISFACTIMPLIESTHATTHEREASONSFORMIGRATIONDIFFERGREATLYAMONGINDUSTRIESDELIBERATIVECUSTOMERS,FOREXAMPLE,WHOCHANGETHEIRSPENDINGPATTERNSBECAUSEOF
17、FACTORSLIKECONVENIENCE,ACCOUNTFORMORETHAN70PERCENTOFREDUCEDSPENDINGBYPURCHASERSOFCASUALAPPARELBUTONLYONETHIRDOFREDUCEDSPENDINGBYMOBILEPHONECUSTOMERSTHESEDIFFERENCESSHOWWHYREWARDPROGRAMSAPPEALINGTODELIBERATORS,FORINSTANCE,MIGHTBEHIGHLYSUCCESSFULINONEINDUSTRYBUTNOTANOTHERALTHOUGHLOYALTYPROFILESVARYFRO
18、MCOMPANYTOCOMPANY,EACHINDUSTRYHASANAVERAGEBEHAVIORPATTERNTHATINFLUENCESTHECUSTOMERSLOYALTYTHESEPATTERNSAREGENERALLYDETERMINEDBYFIVESTRUCTURALFACTORSHOWOFTENPURCHASESAREMADETHEFREQUENCYOFOTHERKINDSOFINTERACTIONS,SUCHASSERVICECALLSTHEEMOTIONALORFINANCIALIMPORTANCEOFAPURCHASETHEDEGREEOFDIFFERENTIATIONA
19、MONGCOMPETITORSOFFERINGSANDEASEOFSWITCHINGUSINGLOYALTYPROFILESARMEDWITHITSLOYALTYPROFILE,ACOMPANYGAINSNEWINSIGHTSFIRST,THEPROFILEREINFORCESTHEPOINTTHATBUILDINGLOYALTYISNTJUST,ASTHETRADITIONALVIEWWOULDHAVEIT,ABOUTPREVENTINGDEFECTIONSANDENCOURAGINGEXTRASPENDINGITISABOUTUNDERSTANDINGANDMANAGINGALLSIXLO
20、YALTYSEGMENTSSECOND,THEPROFILEHIGHLIGHTSTHEDIFFERENTTACTICSREQUIREDTOMANAGEEACHOFTHESEGMENTSANDACOMPANYSNEEDTOCARRYOUTARANGEOFACTIONSTOREACHALLOFTHEMASINGLEACTRARELYINCREASESTHELOYALTYOFALLCUSTOMERSTHIRD,WHENCOMBINEDWITHSTANDARDCUSTOMERVALUEANALYSIS,THEPROFILEHELPSACOMPANYBASEITSLOYALTYBUILDINGPRIOR
21、ITIESONTHESIZEOFEACHOPPORTUNITYONEFINANCIALINSTITUTION,FOREXAMPLE,AIMEDALLITSLOYALTYEFFORTSATINCREASINGITSCUSTOMERSSATISFACTIONITDIDSOMEASURABLY,MADEMAJORINVESTMENTSTOCUTDOWNONSERVICEFAILURESSUCHASUNANSWEREDPHONES,ANDREDUCEDTHENUMBEROFCLOSEDACCOUNTSBUTTHEEFFECTONOVERALLGROWTHWASMARGINAL,ANDTHECOMPAN
22、YSLOYALTYPROFILESHOWSWHYCUSTOMERSARESPENDINGLESSOFTHEIRMONEYATSUCHFINANCIALINSTITUTIONSMAINLYBECAUSETHEIRNEEDSARECHANGINGFOREXAMPLE,THEYMIGHTBESENDINGTHEIRCHILDRENTOCOLLEGEDELIBERATIVEBEHAVIOR,BASEDONFACTORSLIKEPRICESANDFEATURES,RANACLOSESECONDHERE,ASINMOSTINDUSTRIESWESTUDIED,DOWNWARDMIGRATIONDUETOD
23、ISSATISFACTIONREPRESENTSASMALLPROPORTIONOFTHETOTALLOYALTYOPPORTUNITYPROFILINGCUSTOMERSOURRESEARCHALSOSHOWEDTHATTHEPROPORTIONOFPEOPLEINEACHLOYALTYSEGMENTDIFFERSBYINDUSTRYEXHIBIT3WEFOUND,FOREXAMPLE,THATFARFEWERCUSTOMERSAREEMOTIONALLYATTACHEDTOTHEIRGROCERYSTORESTHANTOTHEIRLONGDISTANCEPROVIDERSFORBOTHMO
24、BILEPHONEPROVIDERSANDINTERNETSERVICEPROVIDERS,HOWEVER,DELIBERATORSPREDOMINATE,SOEVENAMONGDIFFERENTKINDSOFTELECOMCOMPANIES,THEPROPORTIONSINEACHSEGMENTCANVARYALOTTHISFACTIMPLIESTHATTHEREASONSFORMIGRATIONDIFFERGREATLYAMONGINDUSTRIESDELIBERATIVECUSTOMERS,FOREXAMPLE,WHOCHANGETHEIRSPENDINGPATTERNSBECAUSEO
25、FFACTORSLIKECONVENIENCE,ACCOUNTFORMORETHAN70PERCENTOFREDUCEDSPENDINGBYPURCHASERSOFCASUALAPPARELBUTONLYONETHIRDOFREDUCEDSPENDINGBYMOBILEPHONECUSTOMERSTHESEDIFFERENCESSHOWWHYREWARDPROGRAMSAPPEALINGTODELIBERATORS,FORINSTANCE,MIGHTBEHIGHLYSUCCESSFULINONEINDUSTRYBUTNOTANOTHERALTHOUGHLOYALTYPROFILESVARYFR
26、OMCOMPANYTOCOMPANY,EACHINDUSTRYHASANAVERAGEBEHAVIORPATTERNTHATINFLUENCESTHECUSTOMERSLOYALTYTHESEPATTERNSAREGENERALLYDETERMINEDBYFIVESTRUCTURALFACTORSHOWOFTENPURCHASESAREMADETHEFREQUENCYOFOTHERKINDSOFINTERACTIONS,SUCHASSERVICECALLSTHEEMOTIONALORFINANCIALIMPORTANCEOFAPURCHASETHEDEGREEOFDIFFERENTIATION
27、AMONGCOMPETITORSOFFERINGSANDEASEOFSWITCHINGUSINGLOYALTYPROFILESARMEDWITHITSLOYALTYPROFILE,ACOMPANYGAINSNEWINSIGHTSFIRST,THEPROFILEREINFORCESTHEPOINTTHATBUILDINGLOYALTYISNTJUST,ASTHETRADITIONALVIEWWOULDHAVEIT,ABOUTPREVENTINGDEFECTIONSANDENCOURAGINGEXTRASPENDINGITISABOUTUNDERSTANDINGANDMANAGINGALLSIXL
28、OYALTYSEGMENTSSECOND,THEPROFILEHIGHLIGHTSTHEDIFFERENTTACTICSREQUIREDTOMANAGEEACHOFTHESEGMENTSANDACOMPANYSNEEDTOCARRYOUTARANGEOFACTIONSTOREACHALLOFTHEMASINGLEACTRARELYINCREASESTHELOYALTYOFALLCUSTOMERSTHIRD,WHENCOMBINEDWITHSTANDARDCUSTOMERVALUEANALYSIS,THEPROFILEHELPSACOMPANYBASEITSLOYALTYBUILDINGPRIO
29、RITIESONTHESIZEOFEACHOPPORTUNITYONEFINANCIALINSTITUTION,FOREXAMPLE,AIMEDALLITSLOYALTYEFFORTSATINCREASINGITSCUSTOMERSSATISFACTIONITDIDSOMEASURABLY,MADEMAJORINVESTMENTSTOCUTDOWNONSERVICEFAILURESSUCHASUNANSWEREDPHONES,ANDREDUCEDTHENUMBEROFCLOSEDACCOUNTSBUTTHEEFFECTONOVERALLGROWTHWASMARGINAL,ANDTHECOMPA
30、NYSLOYALTYPROFILESHOWSWHYCUSTOMERSARESPENDINGLESSOFTHEIRMONEYATSUCHFINANCIALINSTITUTIONSMAINLYBECAUSETHEIRNEEDSARECHANGINGFOREXAMPLE,THEYMIGHTBESENDINGTHEIRCHILDRENTOCOLLEGEDELIBERATIVEBEHAVIOR,BASEDONFACTORSLIKEPRICESANDFEATURES,RANACLOSESECONDHERE,ASINMOSTINDUSTRIESWESTUDIED,DOWNWARDMIGRATIONDUETO
31、DISSATISFACTIONREPRESENTSASMALLPROPORTIONOFTHETOTALLOYALTYOPPORTUNITYTOCREATEABALANCEDPROGRAMTHATADDRESSESTHESEISSUES,MANYCOMPANIESWILLWISHTOSTARTBYTRYINGTOINFLUENCEDELIBERATORS,SINCETHEYMAKEUPSOME40PERCENTOFTHEOVERALLOPPORTUNITYDELIBERATORSAREPARTICULARLYIMPORTANTFORINDUSTRIESINWHICHBRANDSARERELATI
32、VELYINDISTINCT,COMPARISONSAREEASYTOMAKE,ANDCOMPETITORSDIFFERENTIATEPRIMARILYONSUCHFUNCTIONALATTRIBUTESASPRICEBECAUSEDELIBERATORSTENDTOBEHARDHEADED,ANDTHERANGEOFATTRIBUTESTHEYVALUEISWIDE,ITISNTALWAYSEASYTOINFLUENCETHEMTOTAKETHEFIRSTSTEPTOWARDUNDERSTANDINGWHATCUSTOMERSVALUE,COMPANIESCANUSETHEIREXISTIN
33、GMARKETRESEARCHTODETERMINETHEIMPORTANCETOTHEIRDELIBERATORSOFATTRIBUTESSUCHASFUNCTIONALBENEFITSHOWWELLTHEPRODUCTWORKSCOMPAREDWITHALTERNATIVESTOIT,FOREXAMPLE,ANDWHETHERITISWORTHTHEPRICE,PROCESSBENEFITSWHICHIMPROVETHEWAYTHECUSTOMERRECEIVESIT,ANDRELATIONSHIPBENEFITSSUCHASBEINGA“PREFERRED”CUSTOMER,WHOGET
34、SSPECIALDISCOUNTSORSERVICESONCEACOMPANYUNDERSTANDSTHEELEMENTSTHATITSCUSTOMERSVALUE,ITMUSTTAKETHEBASICSTEPOFFIXINGANYWEAKNESSESSUCHASUNCOMPETITIVEPRICESINITSOFFERBEYONDSUCHBROADCHANGES,COMPANIESCANCREATESUPERIORVALUEPROPOSITIONSBYTAILORINGOTHERBENEFITSTOSPECIFICSUBSEGMENTSIFITISTOOEXPENSIVETOINCREASE
35、BENEFITSTOALLOFTHEM,FOREXAMPLE,ACOMPANYCANFIRSTTARGETITSMOSTVALUABLECUSTOMERSTHISAPPROACHNOTONLYREDUCESTHECHANCETHEYWILLDEFECTBUTALSOENCOURAGESTHEMTOCONSOLIDATETHEIRSPENDINGINORDERTOGOONRECEIVINGBENEFITS,THUSENCOURAGINGUPWARDMIGRATIONONEAPPROACHTHATSOPHISTICATEDMARKETERSTAKEISTOEXPANDTHEDELIBERATORS
36、CONCERNSFROM,SAY,PRICEALONETOINCLUDEOTHERFACTORSWELLSTRUCTUREDREWARDPROGRAMSOFTENPROVIDETHEKINDSOFCONCRETEPROCESSORRELATIONSHIPBENEFITSTHATAPPEALTOMANYDELIBERATORSHERTZ,FOREXAMPLE,CENTRALLYSTORESALLCUSTOMERANDPAYMENTDATAFORTHEMEMBERSOFITS1CLUBGOLDPROGRAM,SOTHATCUSTOMERSDONTHAVETOFILLOUTREPETITIVEFOR
37、MSEVERYTIMETHEYRENTCARSINTHISWAY,HERTZENCOURAGESFREQUENTTRAVELERSTOBASETHEIRDECISIONSABOUTWHICHCARRENTALCOMPANYTOPATRONIZENOTONLYONPRICEBUTALSOONTHEABILITYTOSAVETIMEOFCOURSE,BENEFITSAREWORTHLESSIFDELIBERATORSDONTKNOWABOUTTHEMCOMMUNICATINGBENEFITSWELL,WEFOUND,CANOFTENHAVETHEGREATESTIMPACT,BECAUSECUST
38、OMERSOFTENDONTKNOWABOUTOFFERSTHEYCOULDTAKEUPOR,WORSEYET,ABOUTBENEFITSTHEYALREADYRECEIVESYSTEMATICCOMMUNICATIONWITHTARGETCUSTOMERSLIKELYTOBENEFITFROMSPECIFICOFFERSISTHEHEARTOFSUCCESSFULCUSTOMERRELATIONSHIPMANAGEMENTANDCANBEHIGHLYEFFECTIVEININFLUENCINGDELIBERATORS,WHOARECONSTANTLYREASSESSINGTHEIROPTIO
39、NSMANYPROCESSBENEFITSTHATAPPEALTODELIBERATORSHELPINFLUENCEINERTIALCUSTOMERSTOOTHEPOINTISTOMAKEITSOEASYFORTHEMTOUSETHEPRODUCTTHATTHEYDONTTHINKABOUTITAND,IFTHEYDO,TOMAKESWITCHINGSEEMMOREINCONVENIENTCHARACTERISTICTACTICSINCLUDEAUTOMATINGKEYINTERACTIONS,SUCHASBILLPAYMENTSANDSUBSCRIPTIONRENEWALSSTORINGIN
40、FORMATIONNEEDEDREPEATEDLYFORINSTANCE,ADDRESSESORCREDITCARDNUMBERSASMANYONLINESTORESDOENSURINGTHATACOMPANYSPRODUCTSWORKBETTERTOGETHERTHANANYOFTHEMWORKSWITHPRODUCTSFROMCOMPETITORSBYINTEGRATINGACCOUNTSTATEMENTS,FOREXAMPLEANDOFFERINGBUNDLEDSERVICESSUCHASAMOBILEPHONEANDPAGERPACKAGE出处STEPHANIECOYLESANDTIM
41、OTHYCGOKEYCUSTOMERRETENTIONISNOTENOUGHJJOURNALOFCONSUMERMARKETING2005222,PP101105标题客户留住了，忠诚度就留住了译文顾客购买习惯的改变比顾客流失更为危险。从新的视角来诠释这些变化可以帮助商家更好地开发顾客的忠诚度。商业公司花费了数百万美元试图了解和影响顾客，牢牢地抓住顾客并且鼓励他们多多消费。但是，想要提高顾客的忠诚度，公司不应只是遵循当前以满意度和流失率为标准的常规划分方法。虽然公司为了提升高价值顾客的忠诚度已经进行了大量的投入，但几乎每个行业的顾客忠诚度都变得越来越难以捉摸。更好地理解影响客户忠诚度的潜在因素，
42、特别是他们的态度和不断变化的需求，有助于公司制订出有针对性的对策来纠正任何不利的客户消费习惯，从而防止其流失。更多地了解客户还能够帮助公司改进当前的做法，激励其它客户消费更多。我们最近对1200户家庭进行了为期两年的消费态度研究，研究覆盖16个不同行业的公司，包括航空业、银行业和消费品行业等，结果发现，加深对客户的了解所创造的机会超乎想象。改善对客户迁移的整体管理，不仅仅关注客户的流失，同时也重视他们消费习惯的细微变化，将比仅仅防止客户流失的价值高十倍以上。我们推荐的办法为许多公司所采纳，结果他们的客户流失率和消费下滑率降低了近30。区分和衡量客户的忠诚度是一项日臻完善的技巧。20世纪70年代
43、初期，根据提高顾客满意度就能够帮助公司生意兴隆的理论，一些公司开始尝试衡量和管理顾客的满意度。到80年代，公司开始考查客户的流失率并研究导致流失的根源。通过衡量客户本身的价值，一些公司能够识别出那些高价值的客户并擅长于防止他们的流失。这些思想至今还是非常重要的，但是还远远不够。管理客户的迁移从消费较多的满意客户到消费较少的消极客户是非常关键的下一步。这一步至关重要是因为它关系到很大的价值。改变消费习惯的顾客远比流失的顾客数量多，因此前者通常对价值的变化有更大的影响（图表1）。例如，某个零售银行每年有5的支票账户顾客流失，随之带走银行支票账户的10和银行总结余的3。但是，每年有35的顾客在这家银
44、行的存款余额大幅度减小，造成银行的总结余下降达24之多，同时又有35的顾客增加了存款，这又使银行的存款总额提高了25。在我们所研究的16个行业中都发现了这种情况，其在三分之二的行业中表现尤为明显。在零售和信用卡行业，顾客通常不止和一个公司打交道，因此控制好顾客的迁移显得尤为重要。对于保险和电信服务等行业，顾客选用的供应商看似只有一家，其实同样关系到对客户迁移的管理。例如，某个本地电话公司如果发现顾客对某些服务（如安装第二根电话线、来电等候等）无动于衷时，应当主动了解他们的需求，90以上的提高客户忠诚度的机会就是这样得到的。控制客户的迁移不但使公司有机会在顾客流失之前尽早阻止他们消费的减少，而且
45、有助于尽早引导他们增加消费。由于这种办法对于两者同样有效，而且不论公司想要达到哪种效果，用来影响顾客消费的许多策略都是一样的，因此期望阻止客户减少消费或者希望客户增加消费的公司都能够获得事半功倍的效果。了解顾客想要影响顾客的消费，光了解他们是否喜欢公司提供的产品和服务是远远不够的。把满意度作为一项更宽泛的指标可以告诉公司顾客流失的几率。例如，移动电话的客户不断更换电信服务商是因为他们对客户服务不满意。但是单靠满意度并不能告诉公司吸引客户的究竟是什幺，是因为产品本身，还是因为找不到替代品测量出顾客的满意度也不能说明他们消费模式的变化趋势，当顾客的生活发生变化，公司提供的产品和服务发生变化或者竞争
46、对手提供的产品和服务发生变化时，都有可能引起消费模式的改变。我们的研究显示，了解左右客户忠诚度的其它因素在影响消费行为方面也发挥着非常重要的作用。试着去了解为什幺客户会表现出不同程度的忠诚，再结合当前消费模式的数据，就可以开发出一套定义并量化六类细分顾客的忠诚度资料（图表2）。其中三类客户的消费处于持平或上升状态，他们可以被视为忠诚客户。这些顾客非常忠诚，因为他们对现有的供应商情有独钟，或者是理性地认为现在的供应商就是最佳选择，或者是认为更换供应商太麻烦不值得。其余三类消费下降的客户，减少消费的理由有三条（1）生活方式的改变（例如搬家或者有了孩子）产生了原有供应商无法满足的新需求；（2）见异思
47、迁，不断地比较各种选择；（3）心存不满，通常只是由于一次不愉快的经历（如遇到一个态度粗鲁的店员）而导致。在一些行业中，能够满足客户最基本要求的供应商数量不多，由于供应商服务不佳而引起客户不满意是导致消费下降的最重要的原因。随着越来越多的供应商都能达到客户基本的满意度，其它因素就会起到更大的作用。例如，当电话的通话功能可靠性没有问题之后，顾客可能就会更多地比较语音信箱的功能了。忠诚的客户基本表现出三种态度感情型、惯性型和分析比较型。感情型客户是最忠诚的，他们强烈地认为自己当前的购买行为是正确的，购买的产品也是最好的，因此他们很少对购物决策进行再三研究。这种感情可以反映出产品长期的优良性能，但也常
48、常是基于一些无形的因素培养起来的。软饮料就是一个经典的例子，所有的软饮料都差不多，但是将近半数的顾客都对某种软饮料情有独钟。我们的研究发现，感情型顾客的消费通常比分析比较型顾客高，而变化则较小。因此，他们应该是商家最优质的顾客，把这一类型客户队伍发展壮大，将给公司带来很大的价值。惯性型客户和感情型客户一样，很少反复思量自己的购买行为，但是他们之所以不更换商家是因为考虑到转换的成本或者是与商品的接触不多。例如公用事业和寿险业的客户就常常容易表现为惯性型消费者。尽管这些客户不太会增加或者减少他们当前的消费，对他们加以影响能够产生同感情型顾客类似的机会，主要是在遇到涨价、偶尔的低质服务和生活方式改变
49、时防止他们消费的减少。分析比较型客户（包括消费水平不变和消费减少的客户）通常来说是最大的一类，占到各个行业所有客户的40左右。影响他们的消费行为能够收到的效果比影响感情型和惯性型客户要高一倍。这类客户围绕产品的价格、性能和与公司打交道的难易程度等因素对自己的消费行为进行反复分析。尽管每个客户的要求各不相同，但感情的因素不会超出此类客观标准。这样的客户在汽油零售业和日用杂货零售业最多。例如，重视日用杂货商店的便利和质量的分析比较型顾客可能会选择附近的有美味熟食的杂货店，而对价格更加敏感的可能就会选择一个稍远的但是价格优惠的商店。但他们都会不断地根据每次购物的目标或者新的信息，重新做决定。很多公司并没有采取措施来满足客户不断改变的需求（除了由于搬家和生孩子产生的需求之外），比如为老龄化客户提供新的金融或者保险产品，为新近更改了出差政策的公司提供新的差旅安排等。尽管不断改变的需求常常被认为是无法控制的，我们的研究却显示可以对这些需求采取一些针对性的行动，尤其是当公司投资开发新产品或新渠道之际。满足这些新需求对于提高整体忠诚度来说虽然作用不很大，但也密不可分。总结客户特点我们的研究还显示，不同的行业中，各种忠诚度类型客户的分布也不尽相同（图表3）。例如，杂货店所拥有的感情型顾客要远远少于长途电话服务供应商。但是，移动电话服务供
