While most of my experience with VIP customers is in the Casino Gaming sphere, below are some general needs -I believe- every industry should meet to stay competitive and properly reward loyalty amongst VIP clients. This is in no way an exhaustive list, bust a basic framework to get you thinking in the right direction. First; before applying these techniques, decide what level of business warrants VIP status. Once you know that, decide that the following will only apply to those that have achieved VIP status. Allowing ANYONE else to take advantage of these services -as a rule- devalues their desirability. Be very firm in adherence to your criteria. In the age of social media, any exceptions will make their way out into the public sphere.
- VIP's want corporate recognition. This can come in any form as long as other customers are aware of the tiers existence and gravitas.
- VIP's want an inside connection. This should ideally be ONE PERSON -inside the company- who handles their business and requests.
- VIP's want 24/7 access. This can take the form of a designated voice mail, escalated email or extended business hours.
- VIP's want personalized rewards. This will rely heavily on your knowledge of their habits and preferences.
- VIP's want immediate results. There is NO reason why requests can't be handled same day. Don't make excuses. They don't care who you have to wake up. VIP clients know their value.
- VIP's want exclusive products. If you won't let them beta test, first run or pre-order; don't worry... your competitors will.
Remember to apply the above in ways that can be easily tracked for ROI purposes. "All VIP customers will receive a reply via email in 1 hour" is traceable. "All VIP customers will receive prompt service" is not.
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