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Do You Really Look After Your Best Customers?
Segmentation of your customer base can help you know your best customers, but beware, your best customers may be those you think are the worst!. For example, if you are a credit card company and have one customer who maybe a Platinum card holder who uses the card occasionally and always pays on time with no interest payable, they probably earn your company far less than a standard card holder who always uses their card, pays a little late from time to time (with interest) but always pays! Think carefully about who your best customers are - you may be treating your best customers as the worst and do your utmost to lose them i.e. always route them to collections, keep them on hold the longest, etc!