- who are the most/least profitable customers
- what customers would like to have from the business (better service, more products,...)
- how customers behave (returning customers, shop once and forget customers, ...)
- who are the most loyal customers
and so on. All those questions sound extremely interesting and describe very well the services that DMR is offering.
So, following this invitation I run a customer segmentation analysis on my own customers. After applying a clustering algorithm, I found a few interesting clusters.
One clusters especially was the most interesting of all: it contained only very little profitable customers.
I checked a bit deeper and I discovered that most of those "customers" belonged to promotion offers, as it is normal, while the remaining ones belonged to friends and family.
So, know your customers, .... but not too close!