It is far easier and cheaper to retain existing customers, than to attract new customers. However, retention of customers becomes increasingly difficult. For what happens for instance when a company decides to stop with its air miles program? Will customers still choose that organization?
What is it that makes customers choose the services of one company and not its competitor’s?
Is it price, or do other factors come into account? Through qualitative research, direct interviews with clients, and statistical techniques such as data correlation it can be analysed what factors cause a company to differentiate itself from others. This is Motivation Research and often used to identify the key items that are measured in a Satisfaction Survey.