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 So after you know who your best customers are, who comes to mind when you think about your worst customers? Who makes you cringe when you see their name on the caller ID? These customers are an Liabilities to your company. Now ask yourself why. What makes these people's money worth less than others? What do you do about these customers?
In my experience there are two main reasons why a customer could be a Liability to your company.
1. A customer requires products, services or support that is outside the scope of you target market.
2. You have a poor attitude.
There is nothing wrong with a "special order." The difference between a good "special order" and a Liability Customer is the price they pay. If my profit margins go down because of a customer, I have a hard time wanting to keep them. However, customers have unique needs and criteria. And if you can offer the product, service or support the customer needs and meet these unique guidelines, you should. But these unique criteria should be what cause a customer to choose you over your competition, and they should be paid for, not necessarily with dollar, but the order should add value to your business.
Example: I can buy gas at most major intersections in Wichita, but I go buy gas where I do for 3 reasons. First, the store is on my way (convenient). Second, the price is always competitive (lower price). Third, I want to pay at the pump, so as not be tempted by food or beverage, and get my receipt 99% of the time (unique criteria). I drive within a block of 9 different stores that sell gasoline on my daily commute. Of the ones that I skip there are two that offer discounts below the price that I normaly pay. They are all just as or more concenient as the one I choose. Why do I go to the one that I do? For the third reason. I CANNOT tell you how frustrating it is to me to go inside, wait in line, and waste time to get the receipt that failed to print from the pump. This fule store has never let me down.
I don't know if the employees or managment has made a concerted effort to be sure to keep the paper stocked in the printers, or it is happenstance, but it keeps me coming back. This is a perfect example of unique criteria. And it is one that fits within this gas stations business model. However, if my complaint was that I hade to get out of my car, prepare the pump, pump the gas, put away the pump and tear my receipt off the pump, I would be going to the wrong place. There are full service stations still around, that is where I could be going. And I would be paying a higher price, too. Where could I get full service at self-service prices? I can't.
Are you providng full service to customers who pay for self service? That will be a drag on your business. |
