Focus on existing customers. Why grow the value of your existing customers? Investments in existing customers yield higher returns than new customer acquisitions – when executed with purpose. Strengthening the relationship you have with your existing customers can result in: increased profits opportunities for cross-selling and up-selling referrals from satisfied customers increase your marketing ROI customer satisfaction margins/profitability customer retention/loyalty market penetration per-customer operational costs   and more How to grow the value of your existing customers? Before you can strengthen these relationships, you first need to: Define and segment your "customers." Identify your most valuable customers. FACT: J.C. Penny recently found out that customers who shop all three channels (in store, catalogue, online) spend over 4 times more than customers shopping through only one channel. Then you need to understand them – really understand what they want, need and value. Focus on satisfying your most valuable customers. Surpass their expectations and they'll become loyal lifelong customers. Without turning your efforts into an expensive and exhaustive never-ending research project, this can be a daunting process. To not only survive but thrive in today's aggressive marketplace, you need "smart, fast wins." You need General Content.