Welcome back to CardCast! Today, we’re going to be talking about Core Customers

Do you know who your core customer really is?

Most companies think they do. Many are wrong. Early on, it’s common to take any customer who will buy. Revenue feels sacred. But over time, this creates a portfolio full of customers who are hard to please, expensive to serve, and misaligned with what the business does best.

Not all customers are worth the same effort. Teams often pour disproportionate energy into the least happy customers, trying to rescue the 2’s and 3’s. At best, they become 4’s. Meanwhile, the 5’s, the customers you already know how to serve well, are neglected.

Those are the ones who can become 6’s and 7’s: repeat buyers, referrers, and advocates who grow your business with far less friction.

A core customer is not a company. It’s a person. Someone who is profitable to serve and enjoyable to work with. They understand your value, are willing to pay your premium, come back again and again, and happily recommend you to others.

This often leads to an uncomfortable conclusion: some customers should be let go. Many businesses discover that 10–20% of their customers actually cost money once all effort is accounted for.

Sunsetting those relationships, gracefully, frees up time, energy, and people to focus on the customers that matter most. Do the work to define your core customer. Then double down. The shift is challenging, but the payoff is immediate and lasting.

Key-Card points:

• Not all customers are worth equal effort

• A core customer is a person, not a company

• Let go of non-core customers

• Doubling down on the right customer will lead to faster growth

Links & Resources

• Core Customer

• Veverka.ca

Connect with Milan

• Veverka.ca

• LinkedIn

Connect with Ged

• Crystalyzer.com

• LinkedIn

CardCast is produced by Lovemore Media.