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We didn’t come here today to talk about the importance of customers and that they are – or should be – the reason for the existence of every company, because everyone knows that, even those companies that do not show this basic premise in their actions.
Our focus is on a special “type” of customer that, it seems, has been somewhat forgotten by many businesses, which seem only concerned with increasing numbers, improving statistics and trying to stay ahead of their competitors, or worse, in the cases of those who they only chase the market leaders.
We are talking about VIP customers.
Who they are, how and why to act and what strategies to adopt for VIPs, will be our job.
What is a VIP customer?
For most it may seem unnecessary to explain what a VIP client is, but going deeper into the origin of the term will soon be very useful in the set of concepts that we will discuss.
The term VIP was not originally associated with customers. Although it lacks precise sources, the most common understanding of it, realizes that it was initially used by English pilots at the time of the Second World War, when they wanted to refer to personalities, heads of state, influential politicians, people in the high sphere of government, because it is an abbreviation derived from “Very Iimportant Person”, i.e. very important person.
It was also after this same historical period that Marketing took off and many of the concepts related to the customer gained strength and thus, it ended up being natural that the most prominent names in the area began to use the term VIP to designate the customers for whom the company should focus more attention.
Every customer is important, but there are some that are VERY important!
They deserve this classification because they are loyal, because they buy always and/or a lot, they buy more than most, because they spend more, because they are a “showcase” for your products, because they are a reference or “poster boys” and for other reasons that you manage to remember.
At a time when there weren’t so many gigantic, globalized businesses, made up of countless stores and branches, the VIP customer had the privilege of being personally attended to by the owner of the business, who would stop whatever he was doing to dedicate exclusive attention to him when he entered the commercial Place.
The era of large retail chains, franchises and e-commerce has put an end to this nostalgic and romantic scene, but at the same time so emblematic and representative of what it means to be a VIP customer.
Today, CEOs and managers only see numbers in spreadsheets, systems and reports and the few companies that still use the term VIP, often do so only in a card that theoretically distinguishes the customer from others, in exchange for a few benefits, at least least according to the company’s vision.
What is the importance of the VIP customer?
In a way, we have already answered the question. The client that deserves such a classification, because he stands out in relation to the others due to a set of factors.
There is a reasonable consensus that those who have the highest average ticket values are aspiring VIPs.
However, this may be an insufficient criterion for many business models, which leads us to another conclusion – that the factors for determining the most important customers vary from company to company.
What should be common to any one are issues such as loyalty, purchase frequency, history, products you have purchased, influence on the market, for example. In other words, what is the set of reasons why it is very important have that person as a customer?
The more reasons there are when answering the previous question, the better the definition of who is a candidate to be a very important person for the company!
To be a VIP is to be in a differentiated condition that should be desirable.
He is a reference for the others and his indications (Referral Marketing) produce more and better results, or if you prefer, more conversion.
Closely related to this, their Net Promoter Score ratings are usually 9 or 10, which means they will willingly speak well of and recommend your brand to friends, relatives and acquaintances.
How to treat VIP customers?
Just providing a company card does not characterize a customer as such and at most is a form of distinction. Loyalty programs should also not be confused with VIP treatment, as they only give something in return.
Discounts, even those who have never been a customer can have them. The financial aspect should not always be decisive.
Instead, what can the company give for recognition that even money can’t buy?
The best programs and policies for VIP customers are based on truly personalized and unique experiences and services, such as access to a pre-launch of a product, participation in exclusive events, reserved areas, participation in surveys and evaluations, access to limited editions and product specials, to name a few examples.
The treatment of a customer who is seen as very important must be based on recognition. That is, it must be clear to the person that that company’s share is one of a kind “thank you very much” for trusting and being loyal to our brand! In recognition, we’re giving you five-star treatment!
But more than that, the strategies around this group of customers must be strongly based on Relationship Marketing, in order to know as well as possible their needs, desires and expectations, which is the only way to deliver value.
That’s why organizations that understand the concept assign the best Sales professionals to special accounts. Not infrequently, not just a salesperson, but a manager is tasked with serving the most important customers.
Remember the example from the past, when the business owner was concerned with serving the customer himself?
Last but not least, beware of non-VIPs. It is necessary to demonstrate that not only a restricted and privileged group of customers is important for the company. Otherwise, the “ordinary” customer may feel belittled, unappreciated and unimportant.
In order for this not to happen, it is essential to focus on high quality service to each and every customer and not restrict the VIP classification to those who spend the most on their purchases.
Conclusion
The importance of creating and implementing a Marketing strategy for VIP customers must cover a series of aspects that go well beyond discounts and gifts.
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