Some customers are loyal and others are not. Rather than spending money to attract any customer, companies could focus their efforts on getting the right type of customers. Is it possible to identify customers with a higher propensity to defect at the drop of a hat? Sure, credit card companies often use predictive risk scoring models to evaluate potentially risky customers.
You can probably think of a number of customer loyalty factors that can predict customer churn and customer loyalty. Some factors that are often mentioned include transience, youthfulness and price sensitiveness. As you might imagine, the return on your marketing investment will be much greater if you start with potentially loyal customers as opposed to potentially disloyal customers.
How Do I Profile Potentially Loyal Customers?
The best place to start is by building a database that contains both loyal and defecting customers. A careful analysis of the loyal customers and disloyal customers can reveal some valuable insights. While this is a good first step, THE MARKETING ANALYSTS recommend further analysis using predictive analytics for customer segmentation. Once behavior based segments are identified, profitable strategies can then be developed to maximize your Marketing ROI.
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