Every company has customers like these. Whether it is due to laziness or fear of inertia, they are likely to remain customers despite their lower satisfaction. Companies should still seek to correct these customers' problems. They need to be monitored more closely for switching cues. Companies should also structure pricing and programs to make sticking around economically rewarding.
Customer retention depends on much more than a process of continually improving satisfaction.
It also requires dealing with attrition as an environmental circumstance that occurs even when the best service is in place.