VIPs are the small group that generates the majority of revenue — proper care helps them stay and buy more. Start from determining who is a VIP (purchase value, frequency), build a detailed profile (interests, needs, history), then run a private care campaign. Zenify records that the cost of acquiring new customers is 5-25 times higher than retaining old customers (approved).
TL;DR
- VIP = small group that generates most of the revenue.
- Identify VIPs using data, not "emotion".
- Detailed profile: needs, preferences, purchasing history.
- Private campaign: special offers, advance care, quick response.
- Measure retention and revenue from VIP groups.
Why do we need to take care of VIP guests?
Small group of guests generate the majority of revenue (typical 80/20 rule).
Keeping them is 5-25 times cheaper than finding equivalent new customers.
VIP guests leave → lose a lot of revenue, sometimes with reputation.
Step 1: Determine who is the VIP
Use data, not "feelings":
Criteria | Example
Cumulative purchase value | Top 10% value
Purchase frequency | Buy every month
Average value per time | Large orders
Introduction | Bring in new guests
How to do: Rank guests by value → select the top group as VIP. Not all "guests who are close to me" are VIPs.
Step 2: Build a VIP profile
Profile includes:
Basic information: name, company, role.
Purchase history: product, frequency, value.
Their needs and goals.
Contact preferences: Zalo/email/call — any time.
Personal notes: birthdays, important events.
Why profiles are important: Take care of the right people with the right needs — no general "spam". VIP guests realize they are remembered and cared for (see Guest Profile 360).
Step 3: VIP care campaign
Activities | Purpose
Exclusive offers | Feel the special value
Care first, priority | Quick response, pre-processing
Periodic contact | Inquire and update needs
Personal thanks | Birthdays, anniversaries, year-end
Early information | New products, public offers
Referrals with rewards | Encourage bringing new customers
Principle: Quality over quantity — one well-timed inquiry is worth more than ten generic offers.
Bước 4: Đo lường
VIP retention rate: what % of purchases remain after 6-12 months.
VIP group revenue: accounts for what % of total revenue — has it increased?
Response: Are VIPs satisfied (CSAT, complaints) (see What is CSAT).
Introduction: how many new guests from VIP.
Common VIP care errors
Identifying VIP incorrectly: taking care of the wrong person, missing truly important guests.
"General" care: send incentives like every guest → VIP doesn't see any difference.
No profile: forgetting needs, forgetting birthdays → losing sympathy.
Uneven care: sometimes enthusiastic, sometimes indifferent — VIP can feel it.
Only "pat your head" when you want to sell: VIP knows - if you work sincerely, you can keep it.