Used to be language of warfare (campaign, targeting), now about
- retaining existing customers
- encouraging existing customers to spend more
See in terms of potential for future purchases
About value of added services & quality of service
Require good database profiling past, present & prospective customers and systemically-acquired customer feedback
Can overlay specialist data from other databases (e.g. ACORN) to create in-depth customer profile
Customer segmentation
Exploit the difference in customer's expectations:
- Loyal customers but not profitable - do they have potential to spend more, long-term friends
- Profitable customers but not loyal - 'butterflies' milk for all while you can
- No profitability or loyalty - 'strangers' to be avoided
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