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Silurum - Customer Insight & Strategy


The best customer you never had?

What we think

My ramblings...

The best customer you never had?

Tim Williams

We like to think we know a lot about the people who buy from us, but what about those who don’t buy?

Traditionally marketers analyse their ‘best’ customers and seek to find more people who look just like them.

But the problem is that even within this target audience there will be a large proportion of people who don’t purchase from you – who appear to be very similar to your current customers but who, for some reason, are not engaging with you.


Wouldn’t it be fascinating to know why?

What is it about your brand, product or service that works for one person but doesn’t work for someone else who is otherwise very similar?

This is a different task to understanding how to appeal to an entirely new market and potentially far more powerful because you may only need to make some relatively small adjustments to nudge a large number of people into experiencing your brand.


But do you know what those adjustments need to be?

Rather than agonise over satisfaction scores from people who buy why not try talking to the people who don’t?