This data includes information such as size of home, types of careers, homeowner or renter, number of children, number and type of cars, speculative salary, and many other descriptive characteristics for a customer. Combining demographic data is called a reverse append. It's expensive and complex, but the value is significant. With this data, you can segment customers by the criteria below, and by geographic areas, if that is relevant. Best customers need incentives to keep coming back.
Airline upgrades to first class are an excellent example.
This customer group is probably at its spending limit, so the challenge is how to keep them from drifting away to other vendors. Growing existing customers into new best customers. Companies can develop campaigns based on rewarding highly loyal customers and incentivizing growing customers to spend more. This way the customer can benefit immediately, even before moving up to a best customer. Acquiring new customers who look like best and second-best customers.