For every action, there’s an equal and opposite reaction.
For instance, it was fun eating the Halloween candy you should’ve been handing out to trick-or-treaters.
But, a rumbly tummy and eggs all over your house are natural parts of the reaction.
Among those of us in Customer Success and customer loyalty, the same thing applies.
If acquiring and thrilling customers is our main action, then finding and dealing with bad customers is just as important.
It’s not fun. In fact, it stinks. Bad customers are still customers after all, and they’ve willingly agreed to give you their money.
As profitable and valuable as loyal customers are, bad customers can be equally as damaging. They're costly to service in both dollars and hours, and in the end they’re likely to damage your brand and reputation.
So someone has to deal with them.