You use a customer pyramid to classify your customers according to their importance to the organisation. From top to bottom, you can define the different customer groups:
- Ambassadors: Very good customers.
- Good customers: Customers who buy something often or regularly and spend more than average on an annual basis.
- Customers: Customers who buy something regularly.
- Inactive customers: Customers who have not bought anything for a long time.
- Prospects: People who have already been communicated with but have yet to be enticed into making a first purchase.
- Suspects: People who have not yet been communicated with, but who have the right attributes to become customers.
The customer pyramid is also based on the 20/80 rule. This means that you assume that 80% of sales are generated by 20% of customers. In addition, the right communication and communication channels can be tailored to each layer of the pyramid.