Marketers Revisiting the Definition of a Best Customer


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I’m finding myself reading a lot of blogs from Seth Godin – primarily because they are short ‘n sweet, but very insightful. For anyone who knows me… the shorter and sweeter, the better. For those who do not know Seth, I recommend that you check him out. I’m amazed at how well Seth can get a point across with so few words.

One of Seth’s blogs posted in early February entitled, “How should you treat your best customers?” challenges marketers on how they think about their best customer. A best customer is often defined by how often they shop and how much they spend. Even though marketers say that retention of a good customer is just as important (if not more important) than acquiring a new customer, it isn’t always demonstrated in their outward actions.

I’ve personally experienced the struggle with not being treated like a (7 yr) ‘best’ customer with a cell phone service provider. Through the relationship, we evolved together – many overage fees resulting in service plan upgrades (to “right size” to my mobile needs) and 2-year contract renewals. In an effort to be short and sweet myself, this story ends with a switch to another provider.
The definition of a best customer should include behavior like how often a person shops or spends. But as Seth writes, a marketer should also think about the value a person brings through referrals or sticking with your company through thick and thin.

I was a satisfied customer – happy with the service, plan options and coverage; often recommending to my friends and family. I’d comfortably classify myself as once a ‘best’ customer; but now no longer a customer. The relationship was broken due to one specific transaction that was important to me, the customer, but not to the company. By the way, my husband, sister-in-law and brother-in-law (all once referrals) are no longer customers either.

This & future blogs about Seth will be posted on my company’s website, syndicated through our partners, my Facebook page, and my company’s Facebook page. This single post has the ability to further the awareness of Seth and why people should pay attention to what he writes. Does this make me a best customer of Seth’s? I have never purchased one of his books; I haven’t checked out any of his websites, and Seth hasn’t economically benefited from any of my actions – yet.

Republished with author's permission from original post.

Gina Lemay
Gina holds a Client Management position at Quaero. Within her role, Gina acts as the main point of contact and client conduit by participating in strategic development, tactical execution, problem solving, and deadline management of program delivery. Gina has been in the marketing database solution space since 1998. Her career with Quaero began in 2006, where she resided in the SpringBoard Professional Services team as a Project Manager.


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