Not all customers are created equally. Some are a pleasure to work with, show considerable loyalty and happily pay a premium for our products and services.

Others unfortunately prove a huge strain on resources, consuming vast amounts of marketing and support dollars – sometimes undermining the entire profitability of a product or service portfolio. They create a poisonous, negative cycle which only ends when they take their business elsewhere – to a competitor with any luck.

All too often it’s a small proportion of our customers who tie up our resources in this way. The “squeaky wheels” – attract all the sales, support and management attention because they complain the loudest. Yet, no matter how hard we try, we can’t please them and they never become profitable for us. Worse still, they distract our organisation from focusing on winning and servicing profitable customers.

Profitability across all our customers and channels suffers as a result.

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