Mining Your Customer Files
GREATER SALES and PROFITS AWAIT when you realize that all customers are not created equal
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Jack Schmid
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Identify problem cells that need specialized or personalized communication. Two problems come immediately to mind in looking at the chart:
• Inactive buyers who have not made a purchase for 12 to 18 months. These customers need a special reactivation message; and
• One-time buyers whose purchase was below $50.
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