But All Customers Are Not Equal
At the same time we must realize that all those customers
are not equal in importance to the brand. Based on a combination of factors including volume, longevity
and frequency of purchase, price, service demands, etc. the mix of customers for every brand includes:
· Costly customers
Does It Really Make Sense?
some of us have even learned how to differentiate and identify individual customers by profitability type, virtually every
brand continues to treat the feedback of all customers equally. Should the opinions of customers that you
shouldn’t even want to keep (those costly customers who typically represent 20% of the total) really have equal weight
(or any vote whatsoever) on the direction you take in modifying the customer experience and in the setting of improvement
priorities future of your brand?
We don’t think
A Small Step With Big Impact
While the word of mouth circulating about your brand, and therefore your image and reputation are
at stake, you can’t ignore what is being said by any unhappy customers -- Especially when it is being announced through
public social media. But every effort should be made to limit the voice of the unprofitable customers
in the broader setting of priorities for improvement and to magnify the voice of the type of customers you want to keep and
win more of in the future.