Chip R. Bell, author, The 9½ Principles of Innovative Service

Organizations struggle to unravel the real reasons their valued customers leave.  Most gather explanations as a customer closes an account.  What they learn is almost always a tiny glimpse at a misleading symptom and almost never the accurate diagnosis of the true issue. For example, customers rarely leave because of price, changing needs, or poor quality.  Customer insights come from methods that unearth the truth rather than a conflict-avoiding excuse.  Customer forensics® is the deliberate study of the accurate reasons customers leave.