All Customers Are Not Created Equal

By : Rudy Vidal | | Category : Corporate Culture Customer Sat- Philosophy managing XCS Uncategorized

Your contact center is suffering from unexpected staff shortage. Two queues are are in trouble. Michelle, one of your super agents is skilled in both queues. Where do you place her?

Actually, it doesn’t matter. The point is you will decide to put the agent in one of the queues, which ultimately means, for whatever reason, you will consider one queue, a set of customers, to be more important than another.

Because service and the idea of serving people has an ethical taste, it is easy to adopt a general altruistic philosophy towards customer satisfaction. As a humanist you may believe all customers should be addressed with the same attention regardless of their economic weight on the organization, however, for a business person managing limited resources, some customers are worth more than others.

Depending on your company’s priorities customer may be more important because they purchased a strategic product or because your company needs quick market share growth in a particular segment to win a positioning battle. For whatever reason, when in a resource constrained situation, some customers are in fact more equal than others.

Great customer centric organization work hard to avoid this dilemma altogether. When Customer Centricity becomes part of our corporate DNA, we begin to proactively manage the incessant pressure of limited resources, always including the customer in our business plans, our contingencies and our innovation.

Customers are resources just like cash. The difference is that customers can appreciate the value we add and the difference we make in their lives, and therefore, can offer long term loyalty.

The benefits in the transformation of corporate DNA towards customer centricity is not only external in the way customers see us, but more internal in the way we begin to see ourselves; holding ourselves to a different standard for the benefit of our customers, and therefore our own, as a member of a social group.

“Recognizing our responsibilities as industrialists, we will devote ourselves to the progress and development of society and the well-being of people through our business activities, thereby enhancing the quality of life throughout the world.” – Konosuke Matsushita, 1932

At some point we will all have to make the decision to place super agent Michelle in one queue over another, but our intention to work towards avoiding the dilemma altogether, speaks volumes about our future.

Committed to XCL !
Rudy Vidal