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As the renowned management consultant Peter Drucker once said, “The purpose of a business is to create and keep a customer.” To that end, as marketers we often ask ourselves: every customer has potential, right? Wrong. Unfortunately, not all customers are equally profitable. However, many customers have the potential to go from average to WOW with the right engagement strategy.

For brands looking to tap in to this growth potential there’s good news in sight. Consumer confidence rebounded heading into the....

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