In analyzing the data more deeply, I discovered that apparently a large percentage of "loyal" customers were actually bargain hunters. Each time the company has a promotion of a popular product at low prices on these people bought a lot and loading. But mostly, it's everything you bought. This pattern is repeated many times in the past year. We found that many of these underground business "loyal" customers were barely profitable and that it was necessary to change the way we see the loyalty, and we had a new strategy for bargain hunters to the area in profitable customers.

We change the way customer segments databases. Now is classified on the basis of profitability and be placed into two groups: the loyal supporters of the negotiations and profitable. We have also changed the promotion of a "buy any quantity of these large discounts (and therefore profitable) products" to "if you buy something at a total price that you have a limited amount can buy a very small.

In the short time since they were instituted these changes, it seems that the advocates of negotiation is becoming increasingly more profitable and loyal they are profitable. It seems that the change of tactics work. But the real lesson is to watch carefully as possible to try to see what data we are told. Look obvious not only to matters (“Loyal customers are more profitable), look deeper (" Our loyal customers are profitable? "). Look behind and beneath the obvious and you can address the critical information contained on the lookout to find.