The main takeaway in my view is to value your best customers. Many times when I consulted for companies, no matter what industry they operated in, when I asked them "Who are your most profitable customers?" I would receive a blank stare and an apologetic response to say that they were looking into this and it was very difficult to find the data, etc. The emphasis with many businesses is to find the next customer, chasing transactions, rather than trying to understand customer lifetime value or even attempting to segment their customers effectively. Investing in these areas of your marketing planning and development could offer greater insights to your customers' behaviour and significantly improve your marketing ROI.
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