Reasons to Treat Your Current Customers Better Than Your New Customers

Reasons to Treat Your Current Customers Better Than Your New Customers

It drives me a little crazy when I receive an advertisement in the mail from my cable TV or phone company offering me an incentive to sign up with them. First, I’m already a customer and can’t understand why they can’t figure that out. Second, why is the price they are offering a new customer lower than what I’m currently paying?

This concept, offering a new customer a better deal than an existing customer, is nothing new. (I’ve even written about this before.) And it’s not just cable companies that do this. The strategy is simple. A company wants to acquire new customers and is willing to cut its rates to do so. But, how do you think a customer, such as myself, feels when we see the deal, then calls the company to ask for the same deal, and is told that it’s just for new customers? Isn’t my loyalty worth something? I would think my loyalty would be an incentive to give me a better deal, versus giving a better deal to a customer they have never done business with before. But, apparently, that’s not the case with some of these companies.

Then, there are companies that take the opposite approach. One of those companies is Naya Traveler. They are a boutique tour operator, specializing in high-end, immersive trips to culturally rich destinations, and they offer a $500 discount to any new customer that signs up for a tour. But, if you’re an existing customer, the discount is $1,000. That’s twice the discount for a new customer. It’s obvious that Naya Traveler values their existing customers.

Related: 5 Customer Service Tips to Stay Competitive in 2018

So, maybe you want to offer new customers an incentive to do business with you. And, maybe it’s an incentive in the form of a discount – something that existing customers don’t receive. I understand the strategy, but that doesn’t mean you can’t do something else for your existing customers. A cable company may offer a lower rate to new customers for the first year. That same company can offer their existing customers a bonus, perhaps a free month of cable or a free upgrade to a premium channel. This is just something that shows “a little love” to their existing customers.

So, when advertising and promoting to new customers, consider the message you are sending to existing customers. All customers should be treated equally as far as customer service is concerned. All should be made to feel special. But, when it comes to the deal, you might consider treating your existing customers, the ones that have shown you their loyalty, a little better.

Shep Hyken
Client Experience
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Shep Hyken is a customer experience expert and the Chief Amazement Officer of Shepard Presentations. He is a New York Times and Wall Street Journal bestselling author and ... Click for full bio

Most Read IRIS Articles of the Week: Feb 19-23

Most Read IRIS Articles of the Week: Feb 19-23

Here’s a look at the Top 11 Most Viewed Articles of the Week on, Feb 19-23, 2018

Click the headline to read the full article.  Enjoy!

1. Don’t Get Pinged by the Social Security Earnings Limit

I’d like to introduce you to Peggy. Born in 1956, Peggy will be 62 in 2018. She has worked in retail her whole life, the past twenty-five years spent in management. Peggy divorced from her husband 14 years ago, is still single and has no children. — Dana Anspach

2. We're Back to “Bad News is Good News” and “Good News is Great News”

This week the markets shrugged off last week’s fears and went back to the slow and steady melt up, despite economic news that looked likely to once again rock the boat. — Lenore Elle Hawkins

3. Q1 2018 Factor Views

Themes established in 2017 across a wide range of markets and factors continued to resonate through the fourth quarter. Economic growth was strong and supportive of equity markets across the globe, a range of volatility measures reached all-time lows, and business and consumer sentiment remained elevated. — Yazann Romahi and Garrett Norman

4. A Beneficial Basket of Commodities

Advisors and investors that feel they are hearing more and more about commodities and the corresponding exchange traded products in recent months are right. That is a natural result of dollar weakness and yes, the greenback is floundering again in 2018. — Tom Lydon

5. 3 Trends Shaping the Future of Asset Management

As the industry works to cope with new regulation, wades through an outpouring of new products, learns to satisfy investors’ shifting priorities and manages the active-passive debate, the viability of business units will be questioned, and at times radical measures will be taken. Peter Hopkins

6. 5 Ways Advisors Leave Money on the Table, and What to Do About It

My hope is that this article points out some opportunities for you to make more money and serve your clients at a higher level and that you decide to do something about it. — Bill Bachrach

7. The Market Has Gone Wild! Is It Time to Change Your Investment Strategy?

Whether the market is flying high or taunting your emotions with new lows and some bumpy volatility, here are four things every investor should keep in mind ... — Lauren Klein

8. How to Deepen Client Relations and Capture New Business Using Engaging Content

Why financial advisors NEED to understand much more clearly the power of good digital market. With tools like AdvisorStream, it’s easier than ever to get the content you need to drive leads and referrals today! — Kirk Lowe and Matt Halloran

9. Three Ways The Most Successful Gain Big Attention

How do some firms and ideas go from nowhere to everywhere in a few short months? All of a sudden a restaurant becomes popular, a gas station gains a cult following, or a Broadway show becomes too popular to get a ticket for years. — Maribeth Kuzmeski

10. Who Are the Hottest FinTech Firms and Influencers Around the World?

"Worldwide, $27.4 billion poured into fintech startups in 2017, Accenture reports, up 18% from 2016. With so much in play, it’s not surprising that 22 companies are new on this, the third edition of our list."  — Chris Skinner

11. The New Stock Market Normal Is Not What You Think!

Many sensational headlines have been written the past few weeks about market declines, but two things have increased for sure: the viewership and the ad revenues of financial media organizations — Preston McSwain​​​​​​​

Douglas Heikkinen
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IRIS Co-Founder and Producer of Perspective—a personal look at the industry, and notables who share what they’ve learned, regretted, won, lost and what continues ... Click for full bio