Sorting customers into A, B and C, and why follow-up improves
Not every customer deserves the same attention, and that isn't unkind, it is practical. A simple split makes follow-up plannable.
Jesse Peijffers
Everyone knows who their best customers are. Almost nobody has written it down. While it lives in your head a system can't act on it, and follow-up keeps depending on who has time that day.
The split itself is simple
A customers bring the most revenue or the most referrals. B customers are steady and can grow. C customers take relatively much attention for what they return.
You don't need a model for this. Walk through your customer list once and put a letter next to each. Half an hour of work, and you have something to steer on.
What you then do with it
Attach a rhythm. A customers you speak to proactively, at a fixed moment each quarter. B customers get a lighter rhythm plus an alert when things go quiet. C customers you serve well and efficiently, without spending extra time.
Once that rhythm lives in a system instead of your calendar, it also happens in busy weeks. That's the whole point.
The distinction is about where your extra attention goes, not about who you take seriously.
The mistake everyone makes
The temptation is to ignore C customers. That's exactly wrong: a C customer served well and efficiently is satisfied and cheap to keep. An ignored C customer leaves with a story.
The distinction is about where your *extra* attention goes, not about who you take seriously.
Revisit it twice a year
Customers move. A B that was quiet for two years can become an A after an acquisition. A half-hour review every six months keeps the split honest.
In short
- Write the split down. In your head a system can't use it.
- Attach a contact rhythm to each letter, not just a label.
- Ignoring C customers costs more than serving them efficiently.
- Revisit every six months; customers move.
Written by
Jesse Peijffers
Founder & Head of Commerce
Connects entrepreneurs, opportunities and solutions that demonstrably add value. Jesse guards the personal contact and the commercial relevance of every engagement.
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