Existing Customers are More Valuable Than New Ones

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Existing customers are more valuable than new ones for two reasons. The first is that they represent the overwhelming majority of total customers over the lifecycle of a brand. The second is that they’re more psychologically open to expanding their usage of an existing brand. New customers remain an important source of growth. We just need to be selective about the types of new customers that we approach.

Knowledge Test

Posted under: Customer Targeting

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