Discriminate Amongst Customers, and Be Proud of It

Why You Should Discriminate Amongst Customers, and Be Proud of It

Image credit: American Airlines When it comes to employees, or prospective employees, you shouldn’t discriminate. It’s against the law and not good business. But when it comes to your customers, you should absolutely, positively, frequently discriminate. Although we all want to feel that every customer is equal and loved, the fact is that all customers are not equal or loved. When I fly, I almost always use American (formerly US Airways). I’m not saying it’s the best airline or offers the best fares (it doesn’t), but American is the dominant airline at my local airport and frankly, it’s a pretty good company. And, like so many other good companies, they discriminate. Related: How to Get Customers to Keep Coming Back I’m a frequent flier. So I get priority boarding and occasionally get upgraded to first class, which are both great perks to make the agony of flying a little less agonizing. But the biggest perk I get is service. If a flight is canceled I get immediately rebooked on another flight — no questions asked or calls made. I know if there are any problems en route I’ll be given priority attention. If I fly another airline where I don’t have the same status I’ll receive a lower level of service. No airline will admit that. But I know this is true. I’ve lived it. American, and its competitors, discriminate. Good for them. I wish other companies would be smart enough to do the same. Good customers should receive priority. Good companies should discriminate. Want to know how? Have good data. When I call American, its phone system recognizes my mobile number, identifies me by name and then routes me to a priority customer service agent. Believe it or not, you can be doing this too — it’s not […]