[and all customers are different.]

Customers are why you’re here. They pay the bills and they are the primary driver of your growth.

But each adds a different amount of value to your organization and the journey you’re on.

The customer who spends 100x as much as the average customer might be worth considerably more attention and care.

The customer who has feedback that will help you understand how to serve similar customers might be worth listening to more closely.

The customer who has influence and status may very well earn more attention and care than others.

It’s okay to treat some customers differently, but first it pays to figure out who you’re dealing with and why you want to re-allocate your resources.