Keep your customers happy and coming back for more

Why should you care?

The 80/20 rule means that if you can define your critical few customers and target marketing directly to their needs, it’s likely to pay off big time. The cost of acquiring new customers, according to many surveys, runs 8 to 10 times more than the cost of keeping existing ones. So you get a stronger return on your marketing dollars and better sales by focusing on 20% or so of your top-tier prospects. Usually, that requires three steps:

•	Identify and characterize your key customers.
•	Target messages in suitable media to hit nerves among the important customer segments.
•	Build in a payoff that rewards customers for giving you time and attention.

Here’s how to stay connected to customers who count.

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