Customer migration

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In marketing, customer migration refers to the shifting of customers from one segment to the other. A Customer Segment or a group of individuals is formed that allows the company to identify and reach out to customers (current or potential) with similar needs and expectations from the product or service. This movement can be a result of any event or actions led by the company or the customer himself. The first can be a resultant of marketing campaigns, messages and targeting, while the second can occur if there is change in customer preferences, income, or as a response to the marketing campaign that may or may not have touched the target audience.^[1] In the fast-moving world today, one of the best ways to understand customer behavior is by analyzing the customer migration pattern. This phenomenon has prevailed within us over a long period of time, along with some steady buyers, there are customer who are always in motion.^[2]