Category Archives: Customer Development

Should you reward your own customers or your competitors’ customers?

I found this Shin and Sudhir study on “When to Reward Your Customers” very thought provoking. Please note particularly” “The award-winning paper helps to reconcile a contradiction between marketing theory and practice. Marketing scholars have generally held that in order … Continue reading

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Can courting so-so customers be good for 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 … Continue reading

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