What if Your Were Your Own Customer?

You probably have seen the great offers that companies make to lure new customers in. Half price specials. Extended terms. Better warranties. You notice that the price is lower than you paid and the terms are more attractive -- ah, but! There's the fine print that says "for new customers only."

You can't have those extra miles. You can't get that two-for-one. You can't get that special level of service all because -- you already are a customer.

How does that make you feel?

It makes me feel cheated. It makes me feel less appreciated. It makes me feel taken for granted. Maybe that's too strong or too bitter, but pardon me if I feel that a company should value its existing customer as much (or MORE) than prospective ones. After all, we're already spending money with them.

If you offer new customers a better deal than existing customers, what message does that send to your current customers?

Maybe there's a better way to use your marketing budget. Maybe there's a better way to treat the people who are already keeping you in business...

-- Douglas Brent Smith

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