Last March, MSN Money invited its readers to talk about their worst customer service experiences, giving us the Customer Service Hall of Shame, "a ranking of the companies whose service is most often rated "poor" by consumers."
So, here they are, laid out before you - thousands of banking, cable/satellite TV and retail customers, ready to start shouting out YOU as their new provider.
What next? Time to break out your business model innovation toolkit. But don't get too giddy too fast.
MSN author Christopher Oster points out that some customers have no choice but to take it. Switching costs, lack of local alternatives and the hassle of switching providers cause many customers to complain, but just keep taking it.
Is there an opportunity to go after these unhappy customers?
Maybe the first question we want to ask is, "Are they worth going after?" The study focused on customers who rated their supplier's customer service. That is only one step in the customer experience - from realizing a need to assembling options, choosing the supplier, using the product or service, to interacting with customer service to re-engage or find an alternative (and perhaps several other steps in between).
How many of those customers are "high maintenance, but worth it" or "high maintenance and expendable." Is there an opportunity to shift key moments of the buyer experience that would have them show up as "low maintenance and attractive?" Or is there a genuine opportunity to create an entirely different market space, creating exceptional value and experience for customers that would blow these incumbents out of the water?
So if you were to decide whether a group of customers is worth pursuing, how would you start?