We've all been taught the golden rule--the customer is always right! It's a nice concept. And, most companies who tout it do so because they are trying to convince themselves that they provide exceptional service. Unfortunately what this ends up doing is rewarding the demanding, abrasive, and often high maintenance customers over the collaborative, friendly, good customers.
That isn't to say that you shouldn't treat every customer with respect and fairness. It also doesn't mean that you shouldn’t provide solid customer service to each and every customer. But what it does mean is that you do not make it a practice to serve the "squeaky wheel" better than, or instead of, your better customers. It's actually okay to acknowledge that you are not the best partner for some customers and they are not always the best customer for you.
Still, focusing your resources in the right places takes effort:
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Analyze your customer set and profile what makes a good customer. Rate them based on their value to you (A, B, C, D). Who are the most loyal and produce the strongest lifetime value? Which customers are strong referral generators or references? Be sure you understand your criteria for a good customer and rate each against that criterion.
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Share what you know with your employees. Let your employees know which customers rank a higher priority...and why. We somehow expect that our employees just "know" when a customer rates the VIP status. And even when it is obvious, we don't give them the permission to prioritize these customers over those that are not of the same ranking. You must both communicate your ranking system and give them authority to act on that system!
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Stay focused and committed. It's easier said than done...saying no to a customer who is making a pest of themselves. But if a customer’s requests/demands do not meet your profile of a mutually good relationship, then you must stay the course. Think of the legendary story of Herb Kelleher (Founder of Southwest Airlines). When a customer wrote a complaint to him that demonstrated the customer did not understand their core values or fit their ideal customer profile, he wrote a simple letter back with one line, "We will miss you." THAT's commitment!
Again, all customers should be treated to a minimum level of respect, responsiveness, and service. This is very important to remember when employing the above strategies. Also, it is important to note that some customers, who find themselves on the lower end of the totem pole, just may go to another source to fill their needs. And, you must be okay letting them do that! It will give you time to serve your best customers and more importantly…get more of them.
Good Luck and Happy Marketing
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