Treating them accordingly.
WHO THEY ARE
Customers who buy most Customers who buy most often Customers who refer others Customers who are straightforward to deal with
WHY IDENTIFY THEM
A small proportion of customers usually produce a large proportion of revenue.
Losing one matters more than losing several small ones.
WHAT TO DO
Know who they are Contact them personally Notice if they stop
THAT LAST POINT
A good customer who stops buying should prompt a phone call.
WHAT TO OFFER THEM
Priority Personal contact Occasional recognition
WHAT NOT TO DO
Treat everyone identically when they are not equally valuable.
Or treat smaller customers poorly, since some grow.
HOW TO IDENTIFY THEM
Your customer records, sorted by value and frequency.
If you cannot produce that list, that is the first thing to fix.
WHAT TO REVIEW
Quarterly. Who has grown, who has stopped.
