Are New Customers Really More Valuable Than Loyal Ones?

It has always bothered me when organizations give their best deals to new customers while leaving long-time clients in the dust. Recently, my bank ran a special promotion—new customers could receive $100 just for opening an account. Curious, I asked if I could take advantage of it. The response? “No, because you are already a customer.”

I followed up by asking the manager: “What if I left the bank and came back as a ‘new customer’?” She replied, “No, that would be bending the rules.” Really? So, the deal is great… unless you’re loyal. It made me wonder—are new customers also getting better customer service? And if so, where does that leave the rest of us who’ve been here all along?

Listening to Customers—Or Not
As many of you know, we’ve been on the hunt for a new home. During a recent visit to a Pulte model, we mentioned to the representative that we were looking for a first-floor master suite. Her response was immediate and flat: “Everyone is looking for those; we just don’t build them.”

I paused. Did I really just hear that? Turns out, I did—our realtor and Janice confirmed it. Now think about that: if everyone is asking for a specific feature and you’re in the business of building homes… wouldn’t building what people want to be the definition of good customer service? Or is the feedback falling on deaf ears?

When Service Takes a Backseat to Policy
We’ve all heard the story—or lived a version of it. A paying airline passenger was removed from a flight because a crewmember needed their seat. Not only did this person purchase a ticket in good faith, but they were also forced off the plane to accommodate an employee. That’s more than poor planning—that’s the kind of service that damages trust in a brand.

Unfortunately, stories like these are everywhere today. And it doesn’t matter if it’s a $100 issue, a $1,000 inconvenience, or a six-figure transaction—when customer service fails, it sticks with people.

We’d Love to Hear from You
Good service—or the lack of it—can shape how we view companies forever. If you’ve had a great (or not-so-great) customer service experience, we’d love to hear about it. Sometimes the best lessons come from the worst examples.

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