Stable customer

This term refers to a customer who has not changed the position or purchase proportion of any of his suppliers during the period under study.

Example 1:

BestShine did market research on its consumers. It found that 20% of its customers were unswerving in their loyalty to BestShine for all of their cleaning needs, not just for windows. Another 40% were equally loyal to competing products. The remaining 40% were "divided users," who used BestShine for windows and perhaps countertops, but other brands elsewhere in the house. So BestShine focused on getting "divided users" to use BestShine in other areas of the house.
(Year1992-SIC 2800)

Explanation: The 20% of customers unswerving in their loyalty to BestShine would be Stable Customers for BestShine. The 40% loyal to competing products would be Stable Customers for BestShine's competitors. The remaining 40% were potentially Unstable Customers, where market volatility could occur.

Example 2:

While Brintel must bid competitively, the winning of a contract is also based on safety, performance and track record. Brintel has been operating for Shell in the North Sea since 1967, and is considered the premier operator in the region.
(Year 1997-SIC 4522)

Explanation: Shell has been Brintel's customer since 1967. At the time of this note, Shell had been a Stable Customer of Brintel for 30 years.