Because the bottom quintile probably make the bulk of their building product purchases elsewhere. They are loyal to some other firm, and bought from the test firm only items that their regular supplier does not carry. Some of them could have been turned around, certainly, but it would have been an uphill battle and not have had the same dramatic results. To be successful in customer relationship management, we must discriminate. Provide good information .
Customer service has to have access to the customer marketing database.
They have to know what each customer has bought in the past, and their profitablity. They have to have a record of past complaints and compliments. They have to know who the key people are in each firm, and what their attitude is towards their own company and its products. Empower customer service . If customer service personnel are just message takers, no one will unburden themselves to them.