I thought that Seth’s recent musing on restaurant service levels has something for us all to think about with regards our service offerings. He describes being offered the “worst table” in the restaurant, when he asked for an alternative table the one he pointed out was declared “reserved”…
Do you have a “worst table” that some of your customers end up with? Do you have a “best table” and how do you decide who gets that?
The bad table:
marketing dilemma: who should get your best effort? Should it be the new customer who you just might be able to convert into a long-term customer? Or should it be the loyal customer who is already valuable? Sorry, but the answer is this: you can’t have a bad table.
Here in the UK we have a great advert for Nationwide which makes similar points about customer service but from the flip-side:-
The “New Customers Only” mantra of promotions that are only available if you are a valuable (in this instance, new) customer…
Every offering, every level of service, every product you have should offer value at a level that means something to your customers new or established. It is of course the case that ‘some’ of your offerings will be objectively compared to others and found to be ‘better’.
I think the lesson here is that you shouldn’t hold back on your good stuff just in case a better customer comes along.