When starting with a new client I look at the existing database management procedures and the communication schedule with existing customers. Mostly companies think that marketing is about extending their customer base rather than consolidating their current market share. Even though most business owner realise it is logical that developing repeat orders with existing customers who are already aware of the products associated with their brand, they still want to focus only on new business. This article explains the importance and function of retention as well as some strategies to take towards reconnecting with former clients.
Article: 8 CRM tactics to win back former clients.