The temptation is to go after heavy customers because they are the people about whom you know the most. The reality is that marginal customers are the cornerstone of long-term growth.
According to the Harvard Business Review, they are.
So, is it true? And if so, what should we (the AI industry) and we (marketers) do about it? Luckily, HBR lives up to its reputation, offering practical advice as well as insight. And living up to our reputation for being helpful, DecaSIM decided to summarize the HBR article for you
First of all, if you’re in the financial, distribution, restaurant/hospitality, transportation, consulting, energy or consumer industries there’s a higher-than-average chance your CEO is new. So that covers nearly all of us. In fact, those industries are responsible for 73% of all CEO turnover in the Fortune 500 and S&P 500 companies (674 in total) through August 2023.
In case you missed it, USPS has published its proposed rate increases starting January 21st 2024. It’s doubtful many people are bothered by this personally, no one uses snail mail anymore, only junk mail, utility bills and weekly ads arrive in our mailboxes.
But if you’re still sending thousandsof letters or ad fliers you most certainly are bothered by it. The drive to go ‘paperless’ is reaching fever pitch with everyone from credit cards and loyalty programs screaming at us to ‘save the planet’, a.k.a. save me the price of the stamp and keep my business costs down. Like the hotels telling us to ‘save the planet’, a.k.a. save me the price of washing towels and keep my business costs down.