Who are my best customers? If you manage sales, marketing, or customer service, you want an answer to that. That's because implementing successful strategies for every customer segment is critical to increasing business profits. This paper describes just a few of the ways that you can use analytics to better understand your customers. By seeing your customers from a number of different perspectives, you can plan more effective programs and systematically measure results. In this way, you'll build stronger relationships with the customers you value most and decrease the costs of serving less valuable customer segments.