Here are some of the reasons a customer might stop buying from you:

They relocated
A change in life circumstances
Their problem is now solved (thanks to you)!
Their needs changed
Their budget got cut
Procurement policy / mandatory re-pitches
A rival offered them a better deal
A way better alternative came to market
A poor customer experience
They felt like trying something else for variety's sake

Look at this (admittedly incomplete) list and one thing should be quite obvious: most of the reasons that customers stop buying from us are beyond our control.

Even if we provide an exceptional customer experience, they can and do leave us — a crucial point that is roundly ignored by many CX advocates. Just Google “Reasons for churn” and you’ll see many of the obvious factors above are absent from the discussion.

Does this mean we shouldn’t care about customer satisfaction or try to hang on to our customers? Of course not. But it does mean that the growth potential through improved retention tends to be massively overstated, especially for the majority of businesses with mostly satisfied customers. It’s also one reason why the credible evidence points in one direction: brands grow through acquisition not retention.

Don't take my word for it - do your research!

See this post on LinkedIn