Abstract: Although the present researches show that there are direct relationship between the customer loyalty and the company performances, certain phenomena still could not be explained clearly if the company performances is directly predicted by loyalty, regardless of the multi-dimension character and the complication of loyalty. Predicting the company performances by D&B loyalty model and applying the prediction to win back customers, the results will benefit to the company that constituts proper strategies to re-win customers and allocates the limited resources to the most valuable customers who need to be win back. These conclusions also provide the useful references for managers of China and foreign countries to carry out CRM.

Key words: customer loyalty, prediction, company performances