It is critical to know which of your customers or clients are profitable and which require great resource investment with less payback. Understanding and segmenting them based on “value” allows you to elevate your spend, interaction and rewards to your most valuable customers; recognizing them for their loyalty and ongoing relationship. Be purposeful in your approach to acknowledging their commitment to your organization and reinforce your promise to them. Continue to add value and nurture these relationships, increasing the likelihood that they will be advocates, cheerleaders and promoters of you to their families, friends and colleagues.