Mining your customer base is all about achieving your business objectives by uncovering opportunities among your current customers. It’s relatively easy to get customers; the difficulty is getting and retaining profitable ones in a cost effective manner. Making the most of profitable customers is critical to a business’ success. These customers make up the foundation of every business and represent a significant untapped opportunity for revenue and profit growth. The ultimate goal is to increase shareholder value in your company by leveraging this valuable asset.