Not all customers are equal.

September 21, 2009 ·  

Do you treat all customers equally? But not all customers are equal.

Even in businesses that have offered different service offering eg Platinum, Gold, Silver etc I still some blurring of the lines. In businesses where they don’t have these distinctions all customers get very similar treatment.

Why is this so? Why does it matter?

Treating all customers equally means that

  • clients that are marginally profit are getting the same service as customers who are very profitable.
  • we are not tailoring our service offering to the customers needs.
  • we have not taken the time to understand the customers in detail
  • there are not KPI’s in place to ensure that this behaviour would be detected.
  • there are not adequate systems and procedures in place

We hear the blanket statement from business that we provide great, awesome, fantastic (some other adjective) customer service to all our customers. But unless they have taken the time to carefully select the customers they deal with and also have taken the time to understand in detail their customers then this statement would be of little use. Now I am not saying you give poor service to the marginal customers. I am saying that if you decide to keep them as clients then they need to be educated on what to expect and it can not be the same level of service as the very profitable, high referring advocates.

Remember not all customers are equal.

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Comments

One Response to “Not all customers are equal.”

  1. Tweets that mention Not all customers are equal. | Major Focus Group -- Topsy.com on September 21st, 2009 3:18 pm

    [...] This post was mentioned on Twitter by Steve Major. Steve Major said: New blog post: Not all customers are equal. http://bit.ly/1ZB01u [...]

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