For many companies, the rate of first-time customer attrition is often more than double that of more established customers. Why is that?

Two reasons: One, new customers are often not properly nurtured once they are initially "sold," and this causes them to move on; two, the Fickle Factor is at play - simply put, some of the very customers your acquisition initiatives attracted have just demonstrated their propensity to switch. These fickle customers are Casanova buyers in disguise. They'll love you and then leave you - fast!

This is particularly true of "bought-away" customers, whose only true allegiance is to the vendor with the lowest price.

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