Stage 2 Customers are your most valuable asset. They are loyal customers that need to be retained. They will respond well to frequent marketing that features your newest products and bundles. They like to be rewarded for their loyalty, and asked for suggestions and testimonials. The goal is to keep them in Stage Two

Stage 3 Customers are a depreciating asset. They are customers that need to be reactivated. They aren't responding to your marketing. Have they moved or died? Are they shopping elsewhere? Have they experienced problems with your company? The goal is to find out what's wrong, and fix it if possible.

Stage 1 Customers are an appreciating asset. They are new customers that need to be resold. They will respond well to early marketing that features best selling products with instructions on how to use them. They trust the use of testimonials from satisfied customers. The goal is to move them to Stage Two.

Stage 4 Customers are a liability, not an asset. They are lost customers that need to be replaced. They have not responded to your marketing in a long time. The goal is to direct resources away from them toward the retention and acquisition of more valuable customers.