Should we get rid of the titles or labels that we give customers? Most companies categorize their customers. They get labels like "VIP", "Gold Member", "Platinum Account", etc. Customer service reps then determine how much or how little attention a customer receives according to these labels. What about treating each customer equally no matter how much they've spent with you?
If you've ever watched the movie, Ocean's 13, you may recall the scene where one of the lead characters poses as a hotel critic. The hotel employees "accidentally" find out that he is the critic and take him out of the guest service line to give him VIP service. Incidentally, the real hotel critic is standing in the same line and witnesses the fake hotel critic getting VIP treatment. "What's going on? Why is he getting VIP treatment? What am I?" the real hotel critic yells at the hotel employees.
I understand that you may want to reward those customers who have invested a great deal of money with your company. They're loyal to you and should be treated like a VIP. However, what happens to those customers who are just getting to know you? Wouldn't it be in your best interest to treat every customer like a VIP whether they've spent $1 or $1,000? After all, that's how you create real loyal customers.
On the other side of the coin, if you want to know how to get VIP treatment from businesses, check out this article: How to Be a Customer.
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