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Using research to help keep good customers

Date of publication: June 15, 1994

Catalogue: Seminar 1994: Banking And Insurance- From Recession To Recovery

Authors: Kate Waterhouse, Ann Morgan

Abstract:

This paper describes how Lloyds Bank tackled the issue of customer retention. The Bank used research to investigate the extent of defection due to dissatisfaction with the Bank and to explore the process leading from satisfaction to account closure. As a result of the research fundamental assumptions in the Bank about the reasons for defection and the best way of handling them were challenged, leading to the design and implementation of a new Customer Retention process.

Kate Waterhouse

Author

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Ann Morgan

Author

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Waterhouse and Morgan (1994a, June 15). Using research to help keep good customers. ANA - ESOMAR. Retrieved October 25, 2025, from


https://ana.esomar.org/documents/the-battle-for-loyal-customers-