The short answer: No!

Ever heard of the common phrase, you can’t compare apples to oranges? By treating every customer the same, you are placing them in a basket and assuming they all want the same thing at the same time.

While we believe that every customer should be treated with fairness, treating every customer the same is robotic; and it will lead to unengaged customers who do not feel like they receive a personal experience from your brand. Remember, customers don’t buy from companies; they buy from people.

As a company, you should focus on each customer’s unique needs. Within your CRM, always document unique characteristics of customer that could better your relationship.

• Does the customer prefer e-invoicing v. paper invoicing?
• Do they respond best with phone calls over email communication?
• Did they mention they will be on vacation and you should invoice someone else?
•  Do they regularly purchase at the beginning of the month? Consider contacting them if you don’t receive their order.

Customers will appreciate the personal touch on their account. While all customers ultimately affect the bottom line and are a source of cash flow, remember they want to be treated like people, not dollar signs.

When an Account Goes to Collection

This is a common question especially when it comes to collections. The majority of your collections efforts should follow your late payment policy. If not, why have a policy in place at all?

Some companies give special treatment to their best customers who falter once with a past due bill. Keeping a quality customer may mean that you need to bend the rules. This is a business decision that has to be made by the executive team. Always keep your eye on the long-term, big picture relationship. Forgiving a late payment once could result in a positive long-term relationship!

Before any action is taken, a series of questions need to be asked and answered on the part of the service provider:

1. How long has the company serviced this customer?

2. Has this customer ever missed a payment before?

3. How much money is involved?

4. How much might the relationship be worth in future sales?

5. How likely is the customer to continue making referrals?

From there, weigh your options on the best way to handle the late payment in order to sustain a relationship.