![\"customers](\"https:\/\/hyken.com\/wp-content\/uploads\/All-Customers-Are-Created-Equal-.png\" "\\"customer")
<\/a>In 1945 George Orwell published the literary classic, <\/a>In 1945 George Orwell published the literary classic, Animal Farm<\/em><\/a>, which was required reading in my middle-school English class. I always remembered the line: All animals are created equal, just some animals are more equal than others<\/em>. Someone recently referenced the book and this famous line, and it made me think about how customers are treated.\r\n\r\nAre all customers equal? Loyalty programs<\/a> promote perks, rewards, elite status and more, which might suggest that not all customers are equal. Now, I agree that loyal customers can receive some type of reward or discount for their loyalty. But, what about when it comes to customer service? What about how customers who spend more \u2013 or less \u2013 are treated? Should a frequent or loyal customer be given better customer service than a casual, once-in-a-while customer, or even a first-time customer?\r\n\r\nThe short answer is no<\/em>. We\u2019re not talking about perks here. Just about the way a customer is treated. Here\u2019s what I recently observed. By the way, I\u2019m sure this isn\u2019t any different behavior that has been going on for a long time, it\u2019s just lately I\u2019ve been acutely aware of it. I was at a restaurant and noticed a guest was almost being ignored compared to another guest at the next table. So I inquired about who that \u201cspecial\u201d person was getting the extra attention, and my server said, \u201cHe\u2019s in here all the time.\u201d\r\n\r\nI notice the same type of behavior happens with airlines and hotels. It\u2019s easy to spot the frequent traveler by the way they are treated by airline and hotel employees.\r\n\r\nSo, it appears that frequency might warrant a better customer experience. The same might go for how much a customer spends.\r\n\r\nHere\u2019s my take:\r\n\r\nThe way a customer is treated should have nothing to do with how much they spend or how often they buy. All customers should be all be treated with dignity, respect and the attention any human deserves. They should all be treated in a way that is consistent with your brand promise<\/a> and the reputation you wish to be known for. Now, when it comes to the perks you might offer a loyal customer, you can differentiate. That\u2019s different than the way you treat them.\r\n\r\nBut, isn\u2019t it human nature to treat the regular and more profitable customers a little better? If that is what you believe, there is a solution. If you haven\u2019t already done so, create a minimal standard of customer service. This standard should be so good as to garner high praises regardless of how much \u2013 or how little \u2013 the customer spends. It\u2019s that simple.\r\n\r\nSo, remind everyone of the standards you want to be known for. Remind them that applies to all <\/em>customers, not just the ones they see more frequently. Do that and you may start to see more casual customers become repeat customers. You see, all customers are equal, just some are more loyal than others.\r\n