From Knowledge@Wharton: Compa­nies spend a lot of time and money keeping their current customers satis­fied. That invest­ment increases signif­i­cantly, experts say, when it comes to luring “non-customers” or “swing voters,” those who use a product or service only occa­sion­ally. To bring these consumers into the fold, a company must be willing to research, test and exper­i­ment, looking for the “sweet spot” product that offers what­ever non-customers found lacking in the firm, while also not alien­ating its existing loyal user base. · Go to Convincing the swing vote: How to lure ‘non-customers’ →