What You Really Should Know About Your Customers

  • How often do you interact with each customer?
  • How often does the customer interact with you?
  • How frequently does the customer purchase from you — tracked by channel and across channels?
  • When was the last time they purchased or interacted with you?
  • What is the value of the average order they’ve placed with you?
  • How is that order size changing over time? How many categories of your products and services do they purchase?
  • How satisfied is this customer?
  • How often do they complain?
  • How were complaints handled?
  • Did the interaction result in a more loyal customer or a more disaffected customer?
  • Do they have any outstanding billing or service problems?

Perfecting Your Profiles
by Patricia Seybold
Business 2.0, March 2000

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