These people are potential future customers of the business. They may not have heard of you yet, but as a business you have identified them as customers to whom your service or product could be of value.
Your business is actively targeting these people with relevant content, offers and collateral, with a view to engaging with them and converting them to becoming future customers.
These are your current customer base. They may not have done much business with you yet but they have purchased and you are starting to build a profile of their business.
These are customers who are engaged in more than just purchasing from you. They are members of your loyalty programme and subscribe to your newsletter.
These are customers who are members of your loyalty programme, participate in your campaigns, subscribe to your newsletters, engage with your content and refer new customers to you.
The holy grail of loyalty, these customers are more than your advocates; they are your business champions. They actively go out of their way to tell others about you, they are aligned with your vision and your goals for the business and the product or service they purchase from you is intrinsically linked with their business operations. In short, you are their trusted advisors. Business champions provide 55% higher revenues in B2B than their peers.