As the New Year starts to take shape, we’ll be asked to reflect on the prior year and make resolutions for this one. In our personal lives as well as our professional lives, it’s important to think about what went well in 2015 and what we want to improve in 2016.

2015 was the year of analytics, marketing automation and first-party data. It was also the year of new media where brands and retailers tried new and innovative ways to engage their prospective customers. With all this focus (and money) on acquisition, it’s now time to figure out what to do with all those customers.

Some will inevitably churn as they came in through hefty promotions. Others will make a few purchases and stray elsewhere. But a select few will become loyal, passionate advocates of the brand. It’s time to plan for those and be a little bit more specific in the approach. It’s vital to engage these customers across channel, but it’s equally vital to make sure that they’re making incremental purchases and improving the bottom line.

Here’s a few ways to make it possible.