Don't Over-Invest In Your "Best" Customers
Many sales and marketing professionals assume that loyalty marketing is simply about focusing on their best customers. This conventional thinking can lead companies to over-invest in their largest customers and miss the opportunity to achieve true organic growth - i.e., driving more revenue from the existing customer base.
A company's largest and best customers certainly deserve care and attention. A focused retention strategy should appropriately center efforts maintaining those customer relationships. Yet, executives and managers need to recognize that the largest, or top, customers are not necessarily the most appropriate audience for the largest share of loyalty marketing spending.
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