Customer Segmentation Needn’t Create Poor Customer Service

A popular way to segment customers is by revenue or profit generated, with “A-list” customers receiving more perks and personal service than “lower” categories. There are right and wrong ways to do this.

Doing it right means cultivating customers so they all feel appreciated, by developing or improving products to meet each customer segments’ needs. Result: pleased customers and higher profit.

Doing it wrong creates risk of sub-standard service for “unimportant” customers, making them feel unappreciated and resentful. Result: missed profit opportunities and disgruntled customers.

Brand Image

When deciding how to service each customer segment, remember that every point of contact with a customer reflects on the brand, regardless of customer “importance.” Over time, this has an impact on brand image and company reputation.

With the Internet so prevalent today, each individual has more power to voice his/her opinion than in times past, which directly impacts brand image and goodwill associated with the name. Each mistreated customer has the means to tell the world of her/his experience on Web sites that allow reviews (such as bizrate.com and Amazon.com) and online discussion forums.

An Example of Bad Service From the Customer Viewpoint

The way each of my credit card issuers treats me is a prime example. I always pay my bill in full (often early) and belong to the “cash back” rebate programs, so I imagine I’m in a similar customer segment for each and would expect to be treated similarly by these three competitors.

Not the case. Two of the companies make me feel like a valued customer. The third made me feel so unappreciated I closed the account. How the three companies handle “suspicious” activity on my account demonstrates the varying degrees of service:

– Discover card has a fraud specialist (or customer service representative) call me in person to ask that I review recent transactions with her/him.

– Citibank’s computer calls me with an alert, asking that I call a number or go online to verify transactions through a computerized process.

– Advanta locks the account and sends a letter informing me they have done so. In my experience, the letter arrived a week after the incident and I was not notified by telephone (I called them when the “offending” vendor notified me of the decline). I asked customer service to allow future charges from that vendor, but they could not do so. Presumably, this meant an account freeze each time my authorized vendor attempted to process a legitimate charge.

All three of my card companies require that I take some sort of action to verify suspicious charges, which is to be expected. The approach, however, leaves a very different impression. Citibank and Discover both apologize for the inconvenience of transaction verifications and — while I have to go through an extra step with Citibank — both fall within my subjective definition of quality customer service. Advanta, however, does not apologize for the hardships of declined transactions and a frozen account.

To be fair, I do not know that my negative experience would have been handled differently if I were in a more profitably customer segment. It could have been result of badly trained customer service representatives, or perhaps this is standard procedure on all accounts.

Tips for Segmenting Customers Without Sacrificing Service

Customer segmentation is a good thing. It helps you recognize how customers are different and it should draw your attention to needs of different segments, prompting you to better meet those needs. Some ideas on successful segmentation:

– Segment by need rather than profit or revenue. A low-profit customer today could be high-profit tomorrow if you offer products and services that fill her/his needs.

– Look for ways some customer segments can effectively be more “self-service,” which cuts costs for the company while meeting customer service needs.

– Build in ways to create exceptions in automated customer service processes, so as not to alienate those with special situations (in my example, by allowing a way to preauthorize account activity).

– If offering promotions, rewards, or other incentives to some segments but not others, “spell it out” for customer service representatives and structure your Web site and promotional mailings accordingly. By taking steps to assure customers receive consistent information across all channels of communication, you avoid customers being exposed to offers for which they do not qualify.

Should You Sign A Personal Guarantee On A Lease?

When you buy a business it usually comes with a lease already in place. If the lease is not coming due shortly the seller tells you to assume and qualify for the lease. They think this gets them off the hook, but it doesn’t. The seller then becomes a guarantor of the lease in case the buyer defaults. Only if a new lease is written is the seller fully off the hook and the buyer can negotiate new terms and conditions with the landlord.

It is in the buyer’s best interest to negotiate a new lease with terms and conditions acceptable to the buyer. A lease is the most important part of buying a business; treat it as such. The danger in leases is if your business goes belly up, the landlord will sue the new business owner for rent payments. After losing all of your investment in a business, it is not desirable to be caught again with lease payments. What do you do?

First, in order to keep the landlord locked in to the deal but you (the buyer) with lots of flexibility, you need to write short leases with many options. For example: A two-year lease and 4 options of 2 years each. Then you are only committed two years at a time, but the landlord is locked up for the full 10 years.

The second option is to buy the business through a corporation or LLC and sign the lease under the corporation’s name only. Refuse to personally guarantee the lease, so that if everything goes belly up, the corporation is closed and the landlord cannot come after you personally.

How Do I Unblock Hotmail?

The internet has changed how most of us communicate and interact with each other. Gone are the days of handwriting long letters to our friends, and sending cards through the mail is a thing of the past too. Today, most of us use email as our first line of communication, along with our ever-present cell phones. But there are times when we need to unblock Hotmail or other email services.

Email Services

Personal and business email has changed how we communicate with friends and business contacts completely. There are numerous different email services available – everything from individual email services like Hotmail, AIM and Yahoo to services that provide access to multiple email services like Meebo and Pidgen.

However, constantly checking personal email can be problematic for companies, schools and public internet computers alike. Network administrators have grave and justified concerns about emails infecting work stations and entire networks with malware, viruses and even worms as a result of both receiving and sending emails from unauthorized outside internet email.

Filtering Software

One of the ways in which email services like Hotmail and others are blocked is through the use of internet filtering software. In large part computer network administrators place internet filtering software prevent unauthorized access to outside emails and to prevent web surfing on websites that are unauthorized or considered potentially dangerous to the network. In both cases, the primary concern is that work stations and the network server may be infected with malicious software that can destroy files, gather private and proprietary information illegally and in general create mayhem and destruction. It can costs schools and businesses literally thousands of dollars in work time and lost productivity to scrub not only the infected work stations, but also the network server and other infected work stations as the malware spreads from station to station.

Bypassing Filtering Software

For students and employees alike who want to unblock Hotmail and other email services, the answer is a membership on a proxy service. Proxy services go around filtering software by presenting their logon page as an innocent and non-aggressive web site that does not pose a threat to the computer network. Proxy services are usually by membership only, so the user needs to purchase a membership that will grant them access to the proxy server. Once a user has logged on to the proxy server, they are able to access their Hotmail unblocking abilities, along with gain access to other email services and websites that the filtering software blocks.

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