1. In your role as a consumer, think about a customer-centric company with which you once had a strong relationship but from which you have since defected to a competitor.

• What signals (i.e., leading indicators) might the company have noticed, suggesting that your patronage was at risk?
• Was there any evidence that the company did in fact recognize and respond to these signals?
• What are the signals that the customers of the company at which you are now employed might be sending to telegraph their future intentions to be loyal or to defect? Who within the company has the responsibility for monitoring and responding to those early warning signs?