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"Avoiding the One-Night Stand: Targeting Customers Who Will Stay With You "
by Michael Lowenstein - Managing Director
Customer Retention Associates
Stating that all customers are not created equal is hardly an oversimplification. But, just like the pigs in Orwell's Animal Farm, some customers are more equal than others. No company has unlimited resources to equally service or support all their customers. Repeat buying power, the essence of customer loyalty, is everything. Some customers are worth a great deal, some may become more valuable over time, some may be valuable for a brief period but may be easily lured away, and some are never likely to become valuable.
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