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Terrorists/Defectors:
Customers who are disappointed Hostages:
in their business relation Disgruntled customers. Due to
with the company and tell certain exit barriers, unable to
everybody about their bad change their service provider
experience. Leave the services though dissatisfied
without informing, virtually lost.
Low
Low Loyalty High
02/02/2011/ PK Sarkar / Lesson 04 - CRM - Types of Customers and
AIM 2011 Customer Value: Value Drives Value
9/30
Types of Relationships With Mercenaries,
Apostles, Defectors and Hostages – (1/2)
• (1/4) Price-centred relationships – hinge on the
delivery of the ‘best deal’ in the marketplace.
Mercenaries fall in this type of relationship
• (2/4) Need-centred relationships – offer
personalisation of channels, interfaces and
service processes. Need-centred relationship is
expected by an Apostle in favourable
circumstances and by a Defector in case of a
service failure.