Customer Retention: Get the Best Response From Your Customer File

Wheaton offers the following advice to catalogers looking to make the most of their customer files.

1. Focus on identifying customers who’ve ceased to respond because they’re no longer receiving your promotions. The first step is getting rid of the dead weight, says Wheaton. In addition to NCOALink, “nixie” and deceased processing, statistics-based predictive modeling can determine which customers are unlikely to be receiving your promotions. This information enables you to focus on customers who actually can respond to what you send them, he notes.