Customer Churn / Loyalty
A customer churn / loyalty project helps uncover why customers cancel membership or no longer buy a product, as well as what drives loyalty to a product or company and how to increase and maintain that loyalty. Customer loyalty becomes evident when choices are made and actions are taken by customers.  Though customers may express high satisfaction levels with a company in a survey, satisfaction does not equal loyalty.  Loyalty is demonstrated by the actions of the customer; customers can be very satisfied and still not be loyal.

So what can a customer churn / loyalty project do for me?
Using a CLI/CRI matrix, a customer churn / loyalty project uncovers loyal and at-risk customers. Based on three questions about overall satisfaction, repurchase intent, and likelihood to recommend, those who score high on all three questions qualify as loyal customers, whereas those who score low on any of the three questions are referred to as at-risk customers. Based on this distinction, loyal and at-risk customers will be compared across all aspects of the survey, which will thereby uncover why customers cancel membership or no longer buy a product, as well as what drives loyalty to a product or company. With this information in hand, we can then focus on how to increase and maintain loyalty.

For more information about customer loyalty programs, go to http://www.quirks.com/articles/a2004/20041010.aspx?searchID=17637364&sort=4&pg=2