Forget About Those Lost Customers--And Feel Good About It!
- Topics:
- Marketing Strategy
- Source:
- Hoke Communications
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Overview: From the executive summary: ‘The strategy to leave behind lost customers might sound scandalous to some business owners. However, the reality is that high-value customers provide business owners the highest return on their marketing dollars: they buy higher margin merchandise repeatedly, they spend more than the occasional drop-in customer, and they tend to spread the word to friends. Hence, it makes sense to cater to high-value customers and forget about winning back the strays.’ The paper examines ways to retain high-value customers to maximize profits.
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Format: HTML | Date: Mar 2004 | Pages: 1
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