The ability to make each customer feel as if they are the most important customer – this is the experience customers crave. Everyone knows they are not your only customer, but if they felt that they were important to you when they last did business with your company, they will return to you. If you delivered excellent customer service and created an experience that gave them that feeling of importance, your competition is no longer an issue.
Your Most Important Customer
Assume for just a moment that you actually do run a business that is 90% financially dependent upon one customer. How would you treat that customer? What would you be doing for that customer? What are the bare minimum service expectations that you would expect everyone within your organization to practice when interacting with that customer?
Now, apply those principles to each and every customer that walks through your door. Every customer needs to be treated as if they are important, because the are. Each customer contributes to the financial stability of your business.
This brings up the topic of stratifying your customers, or providing better service or perks to those customers who spend more money with your business. While everyone deserves to be treated with excellent service no matter what their expenditures are, it is in the best interest of your business to provide value added services to those who do spend more. The key is to be transparent about it. Perhaps it’s free shipping to those who spend a certain amount of money during a transaction. Perhaps it’s free deposit tickets and deposit stamp for those customers who maintain a certain balance in a business bank account. Some department stores offer personal shoppers to those purchasing suits to help them create a matching ensemble or accessorize.
The point here is that customers will know from the onset that when they spend more money with you, they will receive more services. Not better service from the staff, but value added services. Customers not qualifying for the added services will know that if they spent more, they would get more, but are still delighted with the service they did receive from your associates.