Customer Retention: Five Ways to Woo ‘Em Back

4. Treat gold customers like gold. Try surveying customers to see what they like about your company, branding message, products and services vs. those of your competitors. “If the survey shows that the customer is merely moving from transaction to transaction, the customer’s level of commitment is low, and the odds of defection are high,” writes Thompson. (For more tips on how to identify and treat valuable customers, see “How to Hook and Keep Gold Customers,” January issue of Catalog Success magazine.)