Not all customers contribute to your business in the same way. Some strengthen long -term value thanks to loyalty and advocacy; Others stimulate sales volume thanks to frequent transactions. Understanding the difference is the key to the design of a strategy that maximizes growth and efficiency.
What is a precious customer?
A precious customer leads to the success of a brand thanks to purchases and more commitment and loyalty. They:
Show loyaltyChoose the brand repeatedly rather than competitors and prioritize quality and service rather than the price.
LawyerPromote the brand by word of mouth and criticism.
EngageProvide comments, participate in programs and support brand growth.
Make an emotional connectionAligning with the values of the brand and acting as ambassadors.
Stimulate profitability With high margin purchases and higher acquisition or retention costs.
What is a volume customer?
A volume client contributes mainly by frequent purchases but to lower beneficiary margins. They:
Have a transactional orientationMake frequent purchases but lacking in strong loyalty, because they favor price and convenience.
Are sensitive to costsOften going to competitors when better offers are available.
Engage the minimuminteracting mainly with the brand with transactional contact points.
Offer limited pleararely promoting the brand unless there is a problem.
Impact operationsImpose pressure on customer service due to high transaction volumes while providing few strategic comments.
Stimulate the volume of high sales but at lower marginsOften stops towards commercial products or at reduced prices.
How do they differ?
A appreciated customers see the brand as a partner, forming a deeper emotional connection. On the other hand, volume customers know the brand as a means of ultimately focused on transactions with a minimum investment in the relationship.
Recognition of these differences allows you to nourish long -term relationships with appreciated customers while retaining effective systems for transactional systems. The identification of each type requires an approach based on data, a strategic segmentation and an analysis of behavior, contributions and levels of engagement.
Dig more deeply: How customer -centered marketing fuels long -term success
Feed appreciated customers
There are several ways to feed your precious customers, including:
Personalization of experiences using data -based information to provide tailor -made offers, recommendations and messages. Strengthen the emotional connection by sending personalized thanks or exclusive content. Offer exclusive advantages, such as VIP programs with advantages such as priority service, early access to premium products or experiences. In addition, create loyalty programs that reward commitment, advocacy and repetition of business over time (being careful not to create an environment that promotes volume on loyalty / value). Proactively engage with customers by looking for comments through surveys, discussion groups or advice advice, but do not forget to act on their contribution. Anticipate needs thanks to predictive / normative analyzes and surprise them with proactive solutions. Publicly recognizing their contributions, as presenting them in testimonies or case studies and plea behavior in terms of rewards such as references or positive journals with significant incentives. Offer improved customer support, such as providing dedicated account managers or priority access to customer support channels and solving speed and empathy problems, guaranteeing an always higher experience.
Dig more deeply: 7 ways of strengthening the connection and emotional loyalty of customers with your brand
Maintain the efficiency of volume customers
Although it is essential to feed your precious customers, it is just as important to maintain efficiency for volume customers. The strategies to do so include:
Rationalize transactions by optimizing the payment process in order to minimize friction and take advantage of automation for quick responses to requests or requests for current support. Offer intuitive self-service portals or applications for monitoring controls, FAQs and simple problems solving, while using chatbots powered by AI for 24/7 support on routine issues. Use targeted discounts, packages or promotions to encourage repeated purchases without overexposure resources while implementing loyalty programs that are easy to join and reward frequent transactions. Communicate effectively through campaigns by e-mail, SMS or push notifications to inform them about offers and updates, ensuring that your communication is clear, concise and focused on action. Use of analyzes to predict purchase models and stocks accordingly. Customers in the volume of segments to identify opportunities to move them to the category of precious customers over time.
Dig more deeply: Unlock customer loyalty: 5 basic motivations fuel personalized marketing
Adapt the customer experience for value and volume customers
The design of the customer experience effectively means considering both valued and volume customers. However, emphasis, resources and strategies must align with your commercial objectives, your fundamental value proposal and your customers. Different companies prioritize these types of customers differently.
For example, a luxury brand prioritizes evaluated customers and exceptional services. A small retailer will focus on efficiency and prices sensitivity for volume customers. A software platform will probably balance both by nourishing appreciated energy users while rationalizing processes for occasional users.
Focus on appreciated customers when:
Your company is based on regular customers and plea, such as subscription services, luxury brands or B2B companies. You have limited resources and you must prioritize long -term long -term relationships. You want to promote loyalty to the brand or premium positioning on the market.
Focus on volume customers when:
Your model prosperously prosperous, such as consumer goods or rapidly evolving electronic commerce. The margins are lower, but the acquisition of customers is high and the main objective is the effectiveness of transactions. You are on a competitive market where convenience and price are key differentiators.
Focus on both when:
You have a diversified clientele, with separate segments contributing to your success. Your brand strategy includes transactional sales growth and long -term customer relationships. You want to balance immediate income with sustainable and long -term growth.
The design for both means creating a flexible customer experience that takes care of immediate and sustained success. Appreciated customers stimulate growth, while volume customers provide immediate income.
Remember that volume customers can become appreciated customers. By encouraging a deeper commitment, you can convert them over time. Segment your customers according to factors such as life value, repeated purchases, commitment and prices. The development of characters will help guide your experience design.
Dig more deeply: How to develop an ideal B2B winning customer profile
Closing
Understanding the differences between evaluation customers and volume is the key to the design of an experience that stimulates immediate results and long -term success. Recognizing the unique needs, behaviors and contributions of each group is essential to create strategies that connect with high -value and transactional customers.
When companies prioritize good customers in the right way, they go beyond the satisfaction of expectations and create lasting value for all those involved.
The contributory authors are invited to create content for Martech and are chosen for their expertise and their contribution to the Martech community. Our contributors work under the supervision of editorial And contributions are verified for quality and relevance for our readers. The opinions they express are theirs.
