Not every customer is the same and should not be treated the same. It may seem unfair not to treat everyone equally, but it is unfair to treat unequal customers equally. How do you do that as a manager or entrepreneur? Are you able to treat different customers differently when they need it?
Choices you make can be shocking at first. However, these choices can ensure that your customers who really need attention get it and customers who don't need it are not burdened with it. Know that the larger customers are fine with having to pay a little extra for the service they receive. The smaller customer is fine with the fact that he can only place his order online and that there is no personal contact. This need is not there because of the simpler order. As a result, the smaller customer is ultimately cheaper, which will make the customer even more satisfied. This frees up customer service to really give the larger customers the attention they need, which means you can really surprise them with your service.
By writing this down in process descriptions, these different approaches can be made clear to your employees and management. By writing it down, it also becomes clear which choices are made. Blind spots suddenly become visible, because you are forced to write down all the steps in the process. Hold sessions with your employees in which you map out exactly what you do for your customers. And then ask yourself why you do that. Aren't we offering too much for the small customer and too little for the large customer?
By dividing customers into different categories such as turnover, costs and risks, customers can be helped better. A large customer also wants more attention than a small customer. Whereby the return can also be looked at.
If you are going to treat different customers differently, the process for this should also be recorded. This will give you insight into how you are going to treat which customers and what differences there are in the working methods. When you write this down, you can also secure it.
By communicating it, the change also becomes feasible. Only when managers support it and take the employees along in the change can the change take place. Whereby the employees follow and will implement the new system
