“An Acxiom presentation to the Consumer Marketing Organization in 2013 placed customers into “customer value segments” and noted that while the top 30 percent of customers add 500 percent of value, the bottom 20 percent actually cost 400 percent of value. In other words, it behooves companies to shower their top customers with attention, while ignoring the bottom 20 percent, who may spend “too much” time on customer service calls, and may cost companies in returns or coupons, or otherwise cost more than they provide.”