When a consumer decides to stop buying a brand or product they used regularly, or to stop shopping at a particular retailer, this is called customer churn. This phenomenon can also occur when a retailer stops carrying a specific manufacturer’s products. According to Frederick Reichheld, customer loyalty is primarily based on the perceived value. Companies seeking to assess this value don’t rely solely on simple satisfaction surveys, because they understand that satisfaction is a temporary and inherently unstable state of mind. An increase in churn can be a precursor to declining customer revenue.