Loyalty != Profitablility

Everyone wants loyal customers.  However, there seems to be some research to suggest that your loyal customers are not that profitable.

Timothy Keiningham  suggest that loyal customers may not even profitable customers.

 In fact the researchers have discovered that the customers that you want, the profitable ones, generally only make up about 20% of your customer base, break-even customers make up 60% of your customer base, and unprofitable customers make up the remaining 20%.

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