Blogs & Comment

Finding your most valuable customers

A company’s best customers don’t just buy its products or services; they rave to their friends and family members about their experience. Colloquy, an educational division of LoyaltyOne, which among other things run the Air Miles Rewards Program, calls these people “Word-of-Mouth champions.” Based on recent research by Colloquy, these consumers aren’t as rare as you might think. They make up about 31% of Canadian adults. (For Americans, the figure is a whopping 52%). They’re more concentrated among women (38%) and the affluent (38%) and slightly less common among seniors (29%).
How do you find them? They over-index (127%) among members of a company’s loyalty program, according to Colloquy’s research. That means for businesses with such programs, they’re just an e-mail away.