My wife and I were flying to Anchorage, Alaska as I wrote this post. She requested that we upgrade our tickets from coach to first class. I agreed, not because we feel entitled but because she is pregnant and a 1:12 bathroom to passenger ratio in the first class cabin is a “necessity”. Honestly, I agreed because I love her. Normally I wouldn’t spend an extra $50 per flight per person but in this case her comfort was more important than the money.
Alaska Airlines does a great job providing service to it’s customers. In fact, I’m such a fan that it’s the only airline we use when flying from Orange County to Seattle or Anchorage. This opinion is based on flying coach multiple times per year but they do an even better job in First Class.
Yes, the expectations are higher in First Class but for a long time I thought that it was an expensive price to pay for a nicer seat, a few free drinks, and a meal. I was never upset that the people in first class were treated better. They paid for it… It is expected.
So what’s the point? Why did you spend your time reading about something that you already know?
The point is that in business it is an excellent strategy to treat all customers good but a few of them better. Don’t feel bad about it. In fact, it’s ok to let all your customers know the standard that qualifies them for special treatment. This gives you license to treat your most profitable customers better. All of the other customers will either strive to be treated better (if that is important to them) or they’ll better understand the cost of your product, service, and/or time. They’ll respect you more if you don’t just give them everything they request for free.
Putting this strategy into action:
(1) identify the things that are special, valuable, and rare in your business (this could be your time, the most in-demand property, an extra service, etc)
(2) protect these things and make them exclusive
(3) reserve these things for your best, most profitable, customers
(4) communicate the difference to all your customers
(5) be fair and allow everyone access if they pay the cost (might not just be financial)
I don’t always fly First Class but it’s good to know that I’m worthy of it. Take a lesson from the Airlines (maybe it will be the secret in taking your business where you want to go).
