Customer Discrimination – We Do Everything

The Financial Times editor in London asked me about systems that automatically instruct customers for higher or lower levels of service based on customer loyalty and profitability. This was not considered a good example of customer service excellence.

This is happening every day with gold and platinum customers who are quicker with phone service and shorter lines while everyone else is waiting and waiting.

"Is not Customer Discrimination?" he asked hoping to be a hot topic and answer.

My answer was definitely cool: "Of course, this customer is a discriminator, and that's perfectly appropriate, as clients always do business with them."

The editor was confused until I explained it.

Customers are constantly choosing to advocate companies about how often and how much their budget is available. They are based on the excellence of customer service. Companies must do the same: they have to choose how customers are served, how quickly and how much their budget is available. They have the right to be selective of the excellence of customer service.

In both directions, the intent is the same. Customers spend more on realizing they get better service and value. Companies invest more, where they see a greater value and long-term "service" (loyalty) from their customers. The excellence of customer service excellence in both directions is just fine.

If matching is successful, both sides are in a good position. Customers are encouraged to consolidate their expenditures, patronage and loyalty to those companies that are "treated appropriately". Companies are encouraged to increase their customer service excellence and special recognition to customers who are "properly treated" with their purchasing and transfer decisions.

What about those who complain and say, "Every company must provide the same level of service for every customer, no matter how much the customer is spending?" To this, I respond to a simplified and correct view: "Awake and enter the real world as a customer, cultivate and appreciate."

Note: This principle does not apply to companies with government services, charities or monopoly. In these cases, a more uniform level of service may be appropriate.

Key learning point

Business partner relationship is a two-way street. If you're a customer and want to serve your chosen businesses, give them more of your purchases, budgets, frequency, constructive input, and quality referrals. If you are a company and want more business from the customers you choose, dedicate more time, speed, improved systems, well-educated people and other special attention to these customers. The customer service excellence goes both ways.

Action Steps

As a customer, you can consolidate your customer behavior by rewarding companies that demonstrate excellence in customer service. Do not wait for the excellence of customer service if you do not have a big customer. For companies, you can decide which customers want to come back and forth again. Focus on improvements to make them better on time. Keep the minimum standards, but save the highest level of service for those who provide the highest level of business.

Source by sbobet

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