{"id":2555,"date":"2011-02-12T04:08:04","date_gmt":"2011-02-12T04:08:04","guid":{"rendered":"http:\/\/www.thesocialcmo.com\/blog\/?p=2555"},"modified":"2011-02-12T04:08:04","modified_gmt":"2011-02-12T04:08:04","slug":"how-should-you-treat-your-best-customers","status":"publish","type":"post","link":"https:\/\/www.thesocialcmo.com\/blog\/2011\/02\/how-should-you-treat-your-best-customers\/","title":{"rendered":"How should you treat your best customers?"},"content":{"rendered":"

\"\"Here’s what most businesses do with their best customers: They take the money.<\/p>\n

The biggest fan of that Broadway show, the one who comes a lot and sits up front? She’s paying three times what the person just three rows back paid.<\/p>\n

That loyal Verizon customer, the one who hasn’t traded in his phone and has a contract for six years running? He’s generating far more profit than the guy who switches every time a contract expires and a better offer comes along.<\/p>\n

Or consider the loyal customer of a local business. The business chooses to offer new customers a coupon for half off\u2014but makes him pay full price…<\/p>\n

If you define “best customer” as the customer who pays you the most, then I guess it’s not surprising that the reflex instinct is to charge them more. After all, they’re happy to pay.<\/p>\n

But what if you define “best customer” as the person who brings you new customers through frequent referrals, and who sticks with you through thick and thin? That customer, I think, is worth far more than what she might pay you in any one transaction. In fact, if you think of that customer as your best marketer<\/em> instead, it might change everything.<\/p>\n

Seth Godin<\/p>\n","protected":false},"excerpt":{"rendered":"

Here’s what most businesses do with their best customers: They take the money. The biggest fan of that Broadway show, the one who comes a lot and sits up front? She’s paying three times what the person just three rows back paid. That loyal Verizon customer, the one who hasn’t traded in his phone and … Read more<\/a><\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[137,143],"tags":[289,593,738,1055,1054,983],"class_list":["post-2555","post","type-post","status-publish","format-standard","hentry","category-all-posts","category-sethgodin","tag-best","tag-customers","tag-marketer","tag-referrals","tag-service","tag-treat"],"_links":{"self":[{"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/posts\/2555","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/comments?post=2555"}],"version-history":[{"count":3,"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/posts\/2555\/revisions"}],"predecessor-version":[{"id":2558,"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/posts\/2555\/revisions\/2558"}],"wp:attachment":[{"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/media?parent=2555"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/categories?post=2555"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/tags?post=2555"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}