Readers of this blog know that we like to discuss customer service in the real world. What is this elusive real world? It is a place where customer service slogans like the customer is always right go to die.
Now, don’t get me wrong, shorthand slogans are great and are useful in conveying broad, important concepts quickly.
Whether it be in a twitter chat or a speech, a nugget like “every customer is a VIP” gets across a larger point about treating all customers well, regardless of the size of their account.
But is every customer truly a VIP?
Unfortunately, no, they are not.
In common usage, the term VIP means someone who is deserved of special treatment above and beyond what is typical — and, by definition, that is not everyone.
Why? Because in the real world organizations must operate with limited and often inadequate resources, and these resources must be allocated to the areas that will produce the greatest return.
Imagine that a person who has spent 2 million dollars with your company over the past 5 years and a person who has spent 10,000 dollars are both on hold. Both are both upset about something: which line do you pick up first?
If you said the 10,000 dollar account, that’s great; Mother Theresa would be proud. Now, please send send me your name, location, and industry, because I’m coming to town to grab a 2 million dollar account.
The reality is that some customers are more important to your business than others. This doesn’t mean that you value them more as human beings, but you do value their economic contribution to your organization more.
Treat every customer as an important person, in fact, a very important person, but just remember that some customers will always be more important than others. Knowing who those customers are can be essential to giving them the extra attention they require.
Want to know the real trick to making every customer a VIP? Simply give them service that is far above and beyond what they receive in your industry. They might not be one of your top customers, but they will still feel like it.
By Adam Toporek. Adam Toporek is an internationally recognized customer service expert, keynote speaker, and workshop leader. He is the author of Be Your Customer's Hero: Real-World Tips & Techniques for the Service Front Lines (2015), as well as the founder of the popular Customers That Stick® blog and co-host of the Crack the Customer Code podcast.