Driving Engagement With Middle
of the Pack Customers
By Geoff Smith | Aug. 30, 2016
The definition of “middle of the road” refers to attitude or action rather than quantity. When we talk about customer loyalty, brands tend to focus heavily on their “best” customers—their VIPs. Brands cherish customers who love them and want to talk about them. They want to find ways to make these customers even more valuable.
Yet since organizations are so focused on their VIPs, they end up concentrating less on other customers. While it is important for brands to retain their most engaged consumers to reinforce loyalty, there’s value to identifying and prompting other customer segments.