Every company and organisation needs customers because you need to generate revenue and profit to sustain your business. Understanding your customers needs and wants, and providing a great, yet not too costly, service is key to retaining them. Yet, which customers should you focus on? The ones who buy regularly from you, the ones who buy the most from you, the ones who are most engaged with you or the ones who you spend the least effort on?

What you should do

• identify your different customer types
• identify the valuable ones and focus on them
• understand what your valuable customers want from you
• Focus on the needs and wants of your valuable customers and change your products and services accordingly