A lot of companies segment their customer bases into various tiers based on revenue, and possibly a few other metrics. The top-tier customers usually get some sort of preferential treatment whether that is additional support or even access to premier services. This can cause companies, however, to miss out on huge opportunities with customers that have a lot of potential.
Low revenue customers can often be overlooked because companies are not factoring potential into what defines a top customer. Lower revenue customers with a lot of potential can be accelerated into better performance by just getting some “love”. Similarly, top revenue customers who have a high cost to serve may not be where a company wants to put their resources.
Make sure you consider more than just revenue in selecting where to allocate your customer resources. You may be overlooking some great potential!
