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.