management CRM ch3

The core stages in the customer lifecycle are

A customer can be new in one of two senses:

It allows customers to be segmented into four subsets according to their level of commitment:

Entrenched customers are unlikely to switch in the foreseeable future

• Committed customers

• Uncommitted customers

• Open non-customers

• Unavailable non-customers

Average customers are unlikely to change in the short term but may switch

in the medium term.

• Committed customers

• Uncommitted customers

• Open non-customers

• Unavailable non-customers

Shallow customers have a lower commitment than average,and some of

them are already considering alternatives.

• Committed customers

• Uncommitted customers

• Open non-customers

• Unavailable non-customers

Convertible customers are most likely to defect.

• Committed customers

• Uncommitted customers

• Open non-customers

• Unavailable non-customers

Available non-customers prefer the alternative to their current offer though they have not yet switched and are ready to switch.

• Committed customers

• Uncommitted customers

• Open non-customers

• Unavailable non-customers

Ambivalent non-customers are as attracted to the alternative as they are to their

current brand

• Committed customers

• Uncommitted customers

• Open non-customers

• Unavailable non-customers

Weakly unavailable non-customers prefer their current brands.

• Committed customers

• Uncommitted customers

• Open non-customers

• Unavailable non-customers