The Economist’s Schumpeter column recently cautioned that
Research shows that firms ignore passionate consumers at their peril
These “superconsumers” represent 10% of all customers, but are responsible for 30-70% of sales, an even greater share of profits and almost all consumer insights. In addition, they influence their social circle with their unbridled enthusiasm.
The article offers advice to companies wishing to engage with their superconsumers. First, identify them through data analytics—they are easy to find. Second, reward them—e.g. through loyalty programs.
I’ve written previously about companies that focus on their best customers, as opposed to trying to appease unhappy ones. Superconsumer research seems to support such a strategy.