The relationship with customers is in trouble when customers feel that they are not get fair treatment. They feel that other customers get better treatment then them or old customers don't get treatment as good as new customers and they do't now what the happen. Such a thing is not calculated or estimated by company and it often accur or take place. The cutomers who are in this position, usually they ready to close relationship with the company.
The customers who are going to move to other company, usually are given big discount so that they don't move to the competitor. Whereas, old customers who don't complain, don't. If they know about it, then they will feel disappointed because all this time they give loyalty. The old customers feel that company be traitourous to them. Such a thing is hard position for the company and it is difficult to observe. The treatment ca be given if the customers who are disappoint give complain, but if they don't. Unexpectedly they leave company.
The experience teach that old loyal customers , as hurt as they are, deeply if they are disappointed. So, it is very important to give fair treatment for all customers. Old Customers as well as new customers.( Translate from KR )