The Limits of RFM: Why High Scores Do Not Always Mean High Value
High RFM Customers Are Not Always High-Value Customers Why High RFM Scores Can Look Convincing A high RFM score can look very convincing. In many retail organizations, the customer quickly becomes a priority. They get pulled into campaigns. They receive richer offers. They may be treated as part of the “best customer” group. Sometimes that […]
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