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For UK financial advisers use only. This information has not been approved for use with customers. If you are a customer, please go to aviva.co.uk

Who are your best (and ideal) customers?

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Ideally you should have a profile of each customer type/segment

  1. A consumer profile.
  2. A business customer profile.


How do you indentify your best clients?



Your best customers are the 20% segment that delivers 80% of your profits.

An ideal customer is typically a combination of the following:

  1. Highly profitable
  2. Unlikely to move to a competitor
  3. Has considerable lifetime value
  4. Requires minimal looking after
  5. Is happy to recommend you to friends