Acquiring customers is hard. And, it is very expensive, with costs rising every day. Yet, many companies forget about new buyers as soon as they make their first purchase. They don't realize that the heavy lifting begins when shoppers make that first purchase. It's the only way to move people from hit-&-run shoppers to long-term loyal customers is to provide a level of care that consistently surprises them.
Customer Relationships
Your best customer is the one that sustains your business. It is a combination of sales, loyalty, longevity, and profitability. These factors work together to identify the person who consistently supports your company. Recognizing your best customers helps you identify the prospects who resemble them.
All of the answers you need to grow your business are hidden somewhere in a database. The customers most likely to become platinum buyers are there. So are the hit-and-runners. Being able to recognize them quickly is the difference between a successful marketing campaign and a dismal failure.
Every marketing and sales channel is bound to customer relationship care with a force as strong as the gravity that binds planets to the sun. Resistance to the force reduces revenue and increases operational costs. Our depiction of the marketing solar system shows the different channels rotating the customer relationship care at equal distance. In reality, distances vary depending on corporate culture, seasonality, and business structure. Some companies don't have a direct sales team; others don't have stores, or haven't entered mobile marketing.
Expectations are a funny thing. You often receive exactly what you expect. It doesn't matter whether you expect the best or the worst. This is especially true when the expectations are applied to people's behavior.
