Michael Richter
International marketing and sales consultant
Hauptstrasse 27
DE-88422 Seekirch
Tel: +49(0)7582-933371
Fax: +49(0)7582-933372
E-Mail: michael.richter@marketing-und-vertrieb-international.de
Dictionary for strategic marketing - ... marketing is ...
Dictionary
How to find the most profitable customersLoyal customers not automatically are the best customers
The context between loyalty and profitability is far more complicated than normally thought. Often the loyal customers 'held' with concesssions are the least profitable ones.
With a new portfolio-technique it is comparably easy to filter out the really profitable customers.
Clear away prejudices
In order not to spend money for useless client-binding-programmes it is important not only to evaluate the loyalty of a customer but also have his profitability in mind.
In other words:
- at the visting frequency in order to care for such a loyal customer
(= binding manpower, which could be used to find new customers !)
- at the concession sill for this customer
(is it really necessary to make concessions in all cases or don't we do quite a lot because we fear to lose this customer !?)
- at the the special conditions
(are they really justified or is also the buying power - as it is often the case with big companies - decisive !?)
How secure are we of ourselves = our techniques/our service !?
If we only supply 'me too'-products and don't have a good 'cooperation' otherwise - e. g. co- developing products FOR the customer - this may possibly be a way but ...
... shouldn't we then reflect upon our treatment - or even all of - this special customer !?
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