Rest to Best
The critical weakness in customer monetisation lies with “Rest” customers—those in the middle 40-50% showing declining engagement. These customers stand at a crossroads: they could evolve into future Best customers driving significant profits, or slide into the Test segment requiring expensive reacquisition. The primary mission of Progency is to ensure the former.
Marketing teams typically create just a handful of segments, primarily focused on Best customers where immediate revenue flows. Rest customers get awkwardly shoehorned into these existing segments, triggering the “Not for Me” problem. Their individuality gets lost in crude groupings, causing steadily declining engagement as communications fail to resonate with their specific needs and preferences.
NeoMarketing reverses this damaging trend through Progency. Where human marketers struggle with resource constraints, AI Agents excel—tracking each Rest customer individually and orchestrating truly generative journeys with “Just for Me” content delivered at precisely the right moment through that customer’s preferred channel.
The PEAK framework makes this transformation possible:
- Platform: Utilising the full capabilities of martech systems that typically sit 60-65% unutilised within brand environments
- Experts: Deploying vertical specialists who understand industry-specific customer behaviours and triggers
- AI Agents: Orchestrating a collaborative system of specialised agents for segmentation, content creation, journey design, and performance analysis
- Kaizen: Implementing continuous improvement methodologies that systematically enhance every customer interaction
Progency’s revolutionary outcome-based pricing model ensures that maintaining the status quo creates no value—only incremental revenue above established baselines generates compensation. This creates perfect alignment between Progency and brand objectives, incentivising whatever it takes to drive retention and revenue from Rest customers.
The ultimate goal is clear and measurable: create a new core of high-value customers from the Rest segment equal in size to the current Best customers. This is precisely what “Double the Best” means. Rather than forcing marketing teams to stretch their limited resources across all customer segments, Progency adds a dedicated AI-powered system specifically optimised to grow revenue from the often-neglected middle.
By transforming half of Rest customers into Best status, brands can achieve extraordinary profit growth without proportional increases in marketing costs—creating a sustainable competitive advantage that acquisition-focused competitors simply cannot match.
The economics of this transformation are compelling. Consider that Best customers typically generate 3-5x more annual revenue than Rest customers, with significantly higher purchase frequency and average order values. Every Rest customer successfully elevated to Best status can represent a significant increase in additional annual revenue with virtually no acquisition cost.
What makes this approach particularly powerful is its compounding effect over time. As Progency’s AI systems continuously learn from each interaction, performance steadily improves—unlike traditional marketing where results often plateau after initial optimisation. The personalisation becomes increasingly precise, engagement deepens, and conversion rates climb. Meanwhile, these newly-created Best customers begin generating referrals at 2-3x the rate of average customers, creating a flywheel effect that simultaneously reduces acquisition costs while accelerating growth. This represents the ultimate marketing efficiency: transforming underutilised existing relationships into both immediate revenue and future customer acquisition.
