Moving More Customers

For example, it transformed its Membership Miles program into the immensely generous Membership Rewards, and created the popular Rewards Plus Gold card. High-profit detractors should be the second priority as they will likely defect at the first opportunity. A mobile-phone provider found that many of its accounts were locked into long-term contracts at fixed prices. When these prices became uncompetitive, customers were furious. Fix was easy: Offering more favourable terms in advance of renewal. That cost money, but holding angry customers hostage would be costlier. Moving more customers into the profitable promoter sector should be your third priority.

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Source:- IIPM-B&E , Initiative:- Prof. Arindam Chaudhuri - 2006

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