SEGMENTMANAGEMENTTREND-1e.g.thosethatleaveorreducerelationshipbecauseactivelydissatisfied,oftenbyaspecificeventinertialmigratorsESSENTIALTOUNDERSTANDISSUEDRIVERSANDCOSTOFFIXINGSourcesofdissatisfactionUnderstandwhatdrivesdissatisfactionUnderstandcostoffixingUsekeybreakpointsnottooverspendStructuraldriversProblemresolutionDissatisfactionopportunityHigh%Low%CoverageServicelevelFriendlystaffConsistencyofserviceQuickresolutionSource:McKinseyproprietaryresearchSEGMENTMANAGEMENTTREND-2deliberativemigratorse.g.,frequentlyre-evaluatedecisions,reaffirm/switchtochosenbrandbasedonmerits;rationaldecision-makerSEGMENTISMORECOMPLEX,DUETODELIBERATIONONSEVERALDIMENSIONSFunctionalbenefitsProductandperformanceattributesValueQualityFunctionalbenefitsRelationshipbenefitsValuebasedonpersonalizedserviceStrongemotionalrelevanceInformationsh