You Can’t Buy Customer Loyalty

MetalCraft, a business-to-business catalog selling durable asset identification products with a relatively long product life cycle, may have customers in its file who haven’t purchased in more than five years, but are still considered active and loyal with strong lifetime value.

But, if Quill Office Products had customers on its file who hadn’t responded in more than five years, they may be considered lost, and Quill either would be working hard to reactivate them or not mailing them at all. The same issue applies to consumer catalogs.