Here's the share of next year's sales from existing customers (y) as a function of customer file quality (0.1 = great customers, 1.0 = worst customers).
4% of the customer file delivers 29% of next year's housefile sales.
20% of the customer file delivers 65% of next year's housefile sales.
50% of the customer file delivers 88% of next year's housefile sales.
This client needs to take the top 4% of the housefile and do SOMETHING to reward them. Not points. Not a loyalty program. Something meaningful.
I mean, the relationship above is for sales. When I plot profit? Woo-wee!
Having great customers helps your customer acquisition efforts. Great customers generate so much profit that their profit rolls into your long-term value calculations - and long-term value dictates how much you can spend to acquire a customer.
It's all circular, and it's all important.