To maximise customer loyalty and value then start with your customer base and adopt one or more of the steps below. You will need to...

• Develop structured and integrated campaigns to your active, in-active and prospective customers, manage message relevance on a one-to-one basis and prevent conflicting or duplicated offers

• Shift from ad-hoc or fixed timescale campaigns to customer centric campaigns, where promotion timings vary according to customer behaviour

• Establish re-activation strategies for high-value customers that have lapsed

• Identify groups of individuals with similar purchasing patterns - combinations and sequences - and by analysing segment overlap, create the right offers for each segment for cross and up-sell

• Develop a deep understanding of prospect and customer behaviour. Use this to see how interests, email click thrus', trading recency, frequency and value, etc. combine and change over time to predict response, sales, churn..

• Create a framework to measure and refine segmentation, offers, content, personalisation, etc.  Use this to facilitate a 'contestant' > 'contender' > 'champion' approach to continually improve campaign performance and marketing ROI

• Undertake on-going response modelling and deploy resulting propensity scores to every individual on your database. This will enable you to select only the most likely responders for your campaigns and use the profiles of these people to acquire more responsive external prospect lists

• Apportion marketing investment at an individual customer level - using measures such as customer lifetime value, purchase history, behaviour change, propensity to respond, etc.