management CRM ch3

The core stages in the customer lifecycle are

(a)  

A customer can be new in one of two senses:

(a)  

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

(a)  

Entrenched customers are unlikely to switch in the foreseeable future

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

in the medium term.

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

them are already considering alternatives.

Convertible customers are most likely to defect.

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

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

current brand

Weakly unavailable non-customers prefer their current brands.