Customer Concerns

Much has been written about knowing who your best customers are. While I agree that this is a powerful piece of information, what is done with that information is even more important.

Too many database marketers use their best customer list to push more products to customers who are most likely to buy without knowing anything more about them.

The risk of alienating these customers (by pushing products they have no interest in) can far out weigh the benefit of a quick sale.

Rather an effort to understand why a customer likes to buy from a business may be much more rewarding.  Sometimes the motivation to buy is not what you think.

Sometimes a quick email (or phone call) thanking a customer for their business can start a very relevant communication exchange .