Customers can rate companies and now vice versa


Uber drivers have long been able to rate their passengers, now more companies are rating their customers, calling it “customer lifetime value, or CLV”—which measures the potential financial value of their customers.

Shep Hyken CSP, CPAE is the CAO (Chief Amazement Officer) of Shepard Presentations works with companies trying to build loyal relationships with their customers and employees.

He said companies rating their customers, unbeknownst to them, has been done for a while.

Hyken explained customers who spend more money and are less aggravating or demanding will receive a higher score.

"Today, we are being watched and we should be on our best behavior because even if we feel that we have something to complain about, we must do it with tact and diplomacy and be nice to the people that are trying to help us," said Hyken.

He said some companies are looking at how much customers spend and if they complain and then rate them.

"They're deciding who's call they will answer quickly, who may be put on a hold a little bit longer based on this score that this customer has," said Hyken.

He said with artificial intelligence and new technology replacing caller ID, sales staff will know who they're up against and when, or if, they decide to take their call.

"It's like, let's take the higher priority customers, we're able to rate them without even picking up the phone. We know who that customer is. It's the way of the future," said Hyken.

He said he doesn't blame companies for prioritizing customers—just look at airline's platinum, gold, silver and diamond levels.

If customers have bad behavior, you might be punished for it. It’s reported that scores can determine:

  • the prices you pay
  • the products and ads you see and the perks you receive
  • credit-card companies use it to decide what to offer customers who want to cancel their cards
  • wireless carriers route high-value callers immediately to their most skilled agents
  • some airlines, a high score increases the odds of a seat upgrade

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