ALL CUSTOMERS ARE NOT CREATED EQUAL!
| Well, obviously. But did you know that there are customers who wipe out value? Who undermine your profitability? I’m referring to customers who only buy on sale, take every opportunity to pay less, use up your resources, or constantly call to ask for more information or explanations. I’m referring to customers who return their purchases half the time. Who constantly complain on social media. Who deflect your attention away from your true customers – the ones who are loyal and profitable. |
A necessary evil? Not really. When you use a mass approach to attract new customers, you get good and bad. And the better your offer, the more bad you attract. However, a targeted and relevance-based relationship approach will not only attract new customers, but the best kind as well. Customers with high profit potential. Customers who, over the years, will turn into loyal and profitable customers. |
CASE STUDIES
We will soon be presenting a series of case studies on effective customer acquisition.
