Seven steps toward more efficient Reactivation of Lapsing and Former Customers

  1. Identify former and lapsing customers through RFM (Recency, Frequency, and Monetary Value) Analysis;
  2. Develop strategies and supporting tactics that bring former customers back;
  3. Leverage dealers’ and/or sales representatives’ productivity with lower cost contact methods;
  4. Track and measure results from direct response advertising, direct mail, e-mail messaging, telemarketing and personal sales calls;
  5. Evaluate sales and marketing programs with respect to their return on investment — primarily based on Lifetime Value;
  6. Improve accountability;
  7. Refine sales and marketing programs.

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