We all agree that the "customer retention" and 'The basic principle of CRM? Perhaps not 'so' simple.
A study by McKinsey says that many customers do not leave the company, but maintain a "downward migration" by buying less. The incidence ROI of CRM and 'significant: up to 10 times compared to the effects deriving from customers who leave.
The study identified six levels of loyalty ':
- Emotive Loyalist, the most' faithful, led by emotions
- Inertial Loyalist, faithful to inertia
- Deliberative Loyalist, as many critics and loyal by choice
- Lifestyle Downward Migrators, buying less because 'change their lifestyle
- Deliberative Downward Migrators as analogues Loyalist, often tend to analyze their purchasing decisions
- Dissatisfied Downward Migrators, frustrated by problems of product or channel
The percentages for these six types of clients ranging from industry and industry. For example, in clothing the Deliberative Loyalist are dominant, while in the field of telephone services are in the minority.
What does that mean '? Do customers divided between believers and non believers and 'an over-simplification of reality'. It can 'lead to erroneous CRM strategies: for example, investing to increase customer satisfaction when the customer's problem and' a different way of life that led him to buy less.
in CRM and 'essential to understand their customers: who they are,' cause buying, how they change. For this is called "relationship".
REFERENCE
Customer retention is not Enough (registration required)
CRM Strategy - The first blog dedicated to the CRM strategy, curated by Marco De Veglia. FOR YOU FREE report on Best CRM Website: http://www.crmformarketers.com/ 
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