Smaller Customers Matter

I’ve always thought, you can tell how much a company cares by how they treat their smallest customer.

I feel that this rings true more today than ever.

In a world where gaining thousands of customers is simple compared to how it was years ago thanks to the internet, it is very easy to forget where you started. The one or two customers that have been with you since the beginning.

Those customers that probably started as a one-man-band could now be the big businesses you’re trying to target. How you treated them in the past could well determine how receptive they are to you in the future.

The customers you shit on because they only pay a few quid a month? They’re the ones that will ignore you when you try to pitch to them for services that cost thousands per month. People remember worse experiences more than they remember the good ones.

People move around. They go from business to business, get a new job, start a new venture. They’ll remember how you treated them and will spread that information with their peers. What would you rather they spread, positive or negative things?

All of the above is great, but I really do believe this is important, and not just from a financial standpoint. It is fundamentally the right thing to do. And that is what matters most. The moment you start giving one person or group special treatment or a better service, you automatically start giving everyone else a worse service.

Just a few words to think about.

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