Marketing in English - The 4 customer relationship groups
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1. Butterflies
2. True
friends
3. Strangers
4. Barnacles
1. Butterflies
Good fit between company’s offerings
and customer’s needs.
Projected loyalty : short-term customers with high profit potential.
2. True friends
Good fit between company’s offerings
and customer’s needs.
Projected loyalty : long-term customers with highest profit potential.
3. Strangers
Little fit between company’s offerings and
customer’s needs.
Projected loyalty : short-term customers with lowest profit potential.
4. Barnacles
Limited fit between company’s
offerings and customer’s needs.
Projected loyalty : long-term customers with low profit potential.