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1、标题：CustomerRetentionIsNotEnough原文：companyhowlikelycustomersaretodefect;mobile-phonecustomers,forinstance,continuallyswitchprovidersbecauseofcustomerserviceproblems.Butsatisfactionalonedoesn'ttellacompanywhatmakescustomersloyal:theproductorthedifficult
2、yoffindingareplacement,forexample.Nordoesgaugingsatisfactionlevelstellacompanyhowsusceptibleitscustomersaretochangingtheirspendingpatterns—variationsthatmoreoftencomeaboutasaresultofchangesintheirlives,inthecompany'soffer,orinitscompetitors'offers.Und
3、erstandingtheotherdriversofloyalty;ourresearchshowed,iscrucialtohavinganinfluenceonmigration.Bylearningtounderstandwhycustomersexhibitdifferentdegreesofloyalty,andcombiningthatknowledgewithdataoncurrentspendingpatterns,companiescandeveloployaltyprofil
4、esthatdefineandquantifysixcustomersegments(Exhibit2).Threeofthemcanbeviewedasloyalists;thatis,theyaremaintainingorincreasingtheirexpenditures.Thesecustomersareloyalbecausetheyareemotionallyattachedtotheircurrentprovider,haverationallychosenitastheirbe
5、stoption,ordon'tregardswitchingasworththetrouble.Theremainingsegments—thedownwardmigrators—haveoneofthreereasonsforspendingless:theirlifestylehaschanged(asaresult,say,ofmovingorhavingbabies),sotheyhavedevelopednewneedsthatthecompanyisn'tmeeting;theyco
6、ntinuallyreassesstheiroptionsandhavefoundabetterone;ortheyareactivelydissatisfied,oftenbecauseofasinglebadexperience,witharudesalesclerk,forexample.Forindustriesthatdon'thavemanycompetitorscapableofmeetingthebasicneedsoftheircustomers,activedissatisfa
7、ctionplaysthestrongestroleindownwardmigration.Asthenumberofcompetitorsprovidingaminimumlevelofsatisfactionincreases,otherfactorstendtoassumealargerrole;customersaremorelikelytocomparethemeritsofvariousvoicemailoptions,forinstance,oncephonescanbecounte
8、dontoworkreliably.Threebasiccustomerattitudes—emotive,inertial,anddeliberative—underlieloyaltyprofiles.[1]Emotivecustomersarethemostloyal.Feelingstronglythattheircurrentpurchasesarerightforthemandthattheirchosenproductisthebest,theyrarelyreass
