All customers are not created equal

A high performing organization does not treat all customers the same. Yes all customers are valuable, but some are more valuable than others.

And one of the easiest conversations to avoid is planning how to serve customers consistent with their value. It’s much easier to keep treating all customers the same.

But wisdom is counterintuitive. Your customers actually want you to do this.

How would your larger and presumably more valuable customers respond if they discovered their profitability rate was higher than your smaller customers? Would they want to be subsidizing your other customers?

Allocate resources commensurate with the value.

When you add up the people, time and money spent on your customers, are the most valuable customers getting a disproportionate share of resources?