Don't treat all your customers like kings

11/20/2011 | Knowledge@Wharton

Companies that pride themselves on providing uniformly excellent customer service might be missing out, says Peter Fader. It pays to single out your best customers for special treatment. "You need to pick and choose," he says. "Some customers deserve the special treatment, and if others want to buy from you, that's great, but they are not going to be treated the same."

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