A firm wants to lose customers that don't value the unique products and services the firm offers and to attract and retain customers that want what the firm offers. Engaging in this activity should allow the firm to:

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By targeting customers who value the unique products and services offered by the firm, the firm can create a more loyal customer base. These customers are more likely to repeatedly purchase from the firm and recommend the firm to others, leading to increased customer retention and potentially higher profits. Losing customers who do not value the unique offerings of the firm may also reduce costs associated with servicing those customers, freeing up resources that can be redirected towards targeting higher-profit customers. Improving customer satisfaction rates and increasing market share are not necessarily guaranteed outcomes of this activity, although they may be indirectly impacted.

A Firm Wants to Lose Customers That Don't Value the Unique