Can courting so-so customers be good for business?

Stanford Graduate School of Business

This Stanford Research outlines an instructive approach to Managing Dormant, Occasional, and inactive Customers.  The research concludes that:

“Marketers often lavish attention on their best customers, but … it may be more cost effective to increase their spending on clients who only occasionally use their products or services.”

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About ariegoldshlager

Customer Insight, Customer Strategy, Customer Lifecycle Management, and Innovation Consultant
This entry was posted in Customer Development, Customer Insight, Customer Value. Bookmark the permalink.

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