"The point of departure of this study was the question whether firms should prioritize their customers.E a sua empresa, sabe quais são os clientes que pertencem ao top-tier e quais são os que pertencem ao bottom-tier?
Based on a cross-industry sample including B2B and B2C markets, our findings show that customer prioritization positively affects firm profits compared with treating all customers equally by two mechanisms. First, customer prioritization affects important customer relationship characteristics (customer satisfaction, customer loyalty, and share of wallet) of top- versus bottom-tier customers differently. Whereas prioritizing customers affects average satisfaction of top-tier customers positively, the average satisfaction of bottom-tier customers is not negatively affected. Furthermore, average sales per customer are positively affected by top-tier customers’ average share of wallet.
customer prioritization increases average customer profitability because the former reduces marketing and sales costs in relation to sales. This increased efficiency of marketing and sales efforts leads to higher average customer profitability. Thus, our results show that customer prioritization allows for a simultaneous increase in financial returns through operational efficiencies and revenue enhancements by increasing top-tier customer satisfaction.
When a firm treats all customers equally, the performance delivered to its bottom-tier customers is likely to be higher than necessary to meet their expectations. Thus, a reduction in performance for those customers to the level of their expectations may not influence satisfaction because no negative disconfirmation occurs."
Ainda ontem mandei esta mensagem para uma empresa, no âmbito do resumo das decisões tomadas na última reunião:
"Nota 1: Bons clientes devem ter tratamento privilegiado. Bons clientes devem ter a porta aberta e o telefone disponível para serem servidos. Maus clientes, clientes que dão prejuízo, clientes que não pagam a gama de serviços que recebem, devem ter horário para atendimento definido e cumprido."A empresa está a tentar transformar os maus clientes em bons clientes. E já deu o primeiro passo, já fez as contas e identificou-os.
Trechos retirados de "Customer Prioritization: Does It Pay Off, and How Should It Be Implemented?" de Christian Homburg, Mathias Droll, e Dirk Totzek, publicado pelo Journal of Marketing Vol. 72 (September 2008), 110–130.