Companies need to differentiate customers the same way they do their products, and pay special attention to identifying their most-profitable customers, writes Marianne Cellucci, senior online marketing analyst for Net Atlantic. "Spend your resources identifying and interacting with your best (high-value) customers -- these are not necessarily the customers who spend the most money. ... Your most profitable customers are those acting as brand advocates spreading credible, positive word-of-mouth," she writes.

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