Definition
Customer
A customer is a contact who has paid for a product or service. In a CRM, customers are tracked so you can support them, encourage repeat business, request reviews, and calculate their lifetime value. Turning leads into customers, then keeping them, is the core goal of sales.
A customer is where a lead was heading all along: someone who paid and became a client. The relationship does not end at the sale, though. The most valuable customers come back, refer others, and leave reviews.
Smart businesses track customers so they can nurture the relationship after the first sale. Follow-up on service, timely review requests, and win-back messages for lapsed customers all start with knowing who your customers are and what they bought.
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