Ferrell Jellots
August 31, 2015
MKT 711
Written Assignment 1
Learning from Customer Defections Written Assignment
The purpose of Frederick F. Reicheld’s study “Learning from Customer
Defections” is to show that by analyzing the causes of customer defections companies are
better able to deter the business decline that follows a raising defection rate and help to
build company success. Reicheld explains ways in which companies are able to learn
from their failures and defecting customers by defining the core customers and using the
information to turn their failures into strategic systems. He goes on to explain the
importance of customer loyalty and how that creates value for the company.
