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.”

About Arie Goldshlager

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

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