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7: More consumers plan to switch in the next 12 months Internet service 4 3 4 Landline 4 Current account 6 7 Likely to change supplier in next 12 months 7 7 8 9 Mobile phone network Credit card Changed supplier in last 12 months 5 Gas 15 14 Car insurance 6 Electricity 0 5 17 17 10 15 20 Source: The Henley Centre, Planning for Consumer Change 2003 63 Business Insights Case study: Abbey Remortgaging activity is slowly creating a market base that is centred on low rate deals and customers that then quickly move from deal to deal.

G. after a mis-handled service returns safely to account event or a change in the customer’s need which management. If this attention remains undetected. If a company does not is not given, the customer is handle the initial problem well, and the customer so dissatisfied that divorce is leaving, companies often fail to recognise that imminent. There is a this is happening. Surprisingly, many companies possibility that the customer give up here, and even pride themselves that they Win-back will be persuaded to return after a 'cooling off' period.

The Abbey experience showed that the ideal contact period for retaining potential defectors is two to three months prior to maturity. Customers who had been contacted less than 2 months to maturity had already started shopping around, had been contacted by the IFA or were in the process of remortgaging. Customers who were contacted more than 3 months to maturity were less willing to consider remortgaging. The final feature of the strategy has been to give customers more reasons to stay. Abbey has made additional inroads to improving loyalty rates by offering special deals to existing customers who move home.

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