VULNERABILITY ANALYSIS

Will they stay or will they go? Loyalty of customers is a major consideration for most, if not all, marketing managers. The cost of maintaining customers' loyalty to your brand, and attracting your competitor's customers is often the most expensive activity, if not the only activity, of the marketing department. So, how can this expenditure be reduced without loosing more (and valuable) customers? Surely it is not possible to have no customers switching away from your brand, but how can one acquire more customers than are lost, are these "switchers" the valuable customers anyway, and where do they go?

The MSC has an on-going research stream investigating customer defection and acquisition. We can determine which of your customers are more likely to leave you, and which of your competitor's current customers are more likely to become your future ones. We can determine the expected uptake of newly launched brands and marketing initiatives. We can tell you what level of switching to expect from your customer base; whether the proportion of customers switching to and from your brand is "normal"; and how your brand's switching rate is likely to affect the market share of brands in the market.

To achieve these goals, we employ predictive tools that have been tested over the last three decades in a wide array of markets and have been shown to be the most accurate predictive measures known, and we are constantly working at improving the accuracy of these predictive tools.


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