Building and Maintaining Profitable Customer Relationships

Growing profits in the post-COVID economy has its challenges. Profitable Customers has been consulting to companies of all shapes and sizes for the past 20 + years, with one focus – growing profits through cost-effective marketing.

These profits are grown through maximizing return on marketing dollars and customer profitability. In many cases, clients are spending the right amount, but by using a laser beam focus to alter where the dollars are spent, clients can grow in the most challenging economic environments.

By measuring not only return on investment, but also customer and employee satisfaction, Profitable Customers has spent the last 20 years helping companies drive revenue, build brand loyalty, and increase profitability. With this proven track record, Profitable Customers is now an industry leader in developing long-term, strategic Customer Relationship Management (CRM) solutions that consistently exceed accepted standards and yield impressive results. Find out how Profitable Customers can do this for you.

Mary Loftness’ passion is teaching and implementing effective marketing return on investment, and marketing measurement to clients, from the ‘C’ level to staff members. The cornerstone of Mary’s consulting philosophy is to build on the current strengths of the client, while implementing change to increase growth. The ‘play book’ from one client to another varies greatly because of market conditions and operational challenges. Mary’s vast experience lends itself well to personalized solutions for each client.

Database Analysis and Management

Each database analysis is designed to answer the most pertinent questions about the customer base including trends in:

  • Customer visitation / purchase
  • Customer acquisition
  • Customer value
  • Geographic mapping
  • Demographic analysis

In the past, clients have reviewed their database monthly, quarterly, or annually. Some clients elect to retain Profitable Customers to maintain their database, with one client retaining services for more than 16 years – as an outside database manager. This solution is helpful in markets where finding experienced marketing leadership staff is difficult. In other situations, Profitable Customers has trained on site staff to manage their databases on their own. In either case, clients have experienced growth through effective database management. Short term or long term, Profitable Customers can assist in database management.

Customer Profitability Analysis

Identifying profitability, by customer, is a unique specialty of Profitable Customers. The understanding of profit contribution by player and segment is the cornerstone of all marketing strategy. The ‘ah-ha’ effect of understanding the issues related to layering multiple offers on customers as well as identifying ‘under-invested’ customers is guaranteed.

This customer profitability analysis becomes monthly reporting for clients – to augment their accounting financial reports, clients have a packet of marketing effectiveness reports. This trending of marketing spend by customer and campaign provides a vital record of successful and unsuccessful marketing programs – measuring to learn.

Marketing Planning

How can we design and develop marketing strategies and tactics to support sustainable growth? A detailed review of those marketing tactics that delivered the greatest results provides direction for future planning. The Profitable Customers’ approach to annual planning is designed to ‘beat last year’ – and thereby insuring growth. This is a tactical and practical road map for the future, not just another 3-ring binder to gather dust on the shelf.

Customer Relationship Management / One to One Marketing

Database analysis, customer profitability measurement, customer satisfaction, and understanding of successful marketing drivers are the foundation for effective CRM. Profitable Customers has countless examples of successes achieved by clients who have laid this foundation of understanding and realized continuing growth in difficult markets.

Mary Loftness

Mary Loftness is a 35-year veteran marketing strategist with extensive experience in the hospitality, travel, gaming, entertainment, non-profit and technology industries. Having spent her career driving the measurability of marketing and the need to define and track acceptable returns on investment, she understands how to quickly assess marketing issues and propose solutions which yield both immediate and impressive results. She learned the importance of effective project management; total quality management; value-based pricing and yield management working with Radisson and Westin hotels. By the time she had moved to become the Vice President of Relationship Marketing at Station Casinos, she knew how to combine direct marketing, an effective call center and the web into a powerful marketing engine to drive both new and repeat customer behavior. She drove the project planning and launch of one for the first, and to this day, most successful multi-property loyalty programs in the industry. Lured by the opportunity to move to Colorado, she joined to create and manage the operations and call center for a 100,000+ page adventure travel website. In its first year, the center earned the Travelworld Silver Medal for exemplary customer service.

Since founding Profitable Customers in 2000, Mary Loftness has been called upon to provide strategy consulting and tactical direct marketing assistance to a wide range of organizations. Her expertise includes hands-on database management, marketing return on investment, customer profitability measurement, call center improvement, and customer and employee satisfaction measurement.

Mary graduated from Southwest State University of Minnesota with a concentration in Hotel and Restaurant Management. She is a frequent instructor at the University of Nevada Gaming Extended Studies program and speaker at conferences including G2E, National Indian Gaming Conference and the Casino Marketing and Technology Conference.

Some of our current and past clients

Agua Caliente
Black Oak Casino and Resort
Casino Morongo
Chumash Casino
Circus Circus Reno
Desert Diamond Casinos
Golden Casino Group
Grand Casino Hinckley
Lake of the Torches Casino
Running Aces Casino and Racetrack
Pechanga Resort and Casino
Potawatomi Bingo Casino
Primm Valley Resorts
San Pablo Lytton Casino
Southland Gaming and Raceway
Triple Crown Casinos
Turning Stone Resort and Casino
University of Nevada Reno
WinnaVegas Casino
Yakama Nation Legends Casino