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Customer Retention Marketing 101: Your First Segmentation

Oct 08 2018

"You don't need everyone, you need someone" - Seth Godin

Is keeping every customer good customer retention?
No company has unlimited resources.

So, not all customers should receive equal marketing attention.
We agree all customers deserve the chance to grow into "best customers". The first segmentation is to determine resource allocation.

Keep it simple with the first segment - it will stand up to budget discussions easier. There is no need to go into minute detail here. A simple breakdown might look like this:

Retain your best

So our Retention Marketing focuses on 1 then 2 and 3. 4 gets a chance to see if they move in a positive direction.

Most of your best customers fall into group 1. Retaining them is paramount. That doesn't mean all your resources go here. Sometimes using an Appreciation Program is all they need.

Groups 2 and 3 are the focus for most of your resources.  They become candidates for Loyalty Programs, Review email campaigns and of course Service Reminders and Tire Promotion campaigns.

Group 4 gets Service Reminders and some other campaigns.  We watch for visit and buying patterns that mimic your 'best customer' habits and shape responses accordingly.

Now in your next segmentation, we start breaking down the groups. So we can get the right message at the right time to the right customers.




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