CHAPTER 12
THE SINGLE MOST POWERFUL WAY TO GET CUSTOMERS TO LOVE YOU
The simple fact is that the most powerful piece of data about your customers is also the most overlooked and underutilized: how many consecutive years they have been an active customer of yours. It is a hard fact of human evolution that we like to be part of a larger unit than ourselves. In fact, we must be to survive and prosper. The basic unit we all relate to is our immediate family, but we extend out far beyond family to all manner of “membership families” in the form of clubs, fraternal orders, sports teams, work teams, universities, charitable groups, and customer affliations.
The good news is that many businesses acknowledge they should recognize their customer's longevity. ...
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