are some customers more equal than others

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1、www.hbr.orgHBRCASESTUDYANDCOMMENTARYShouldParadiseAreSomeCustomersofferdifferentlevelsofservice?MoreEqualthanFourcommentatorsofferOthers?expertadvice.byPaulF.NunesandBrianA.Johnson•ReprintR0110AJillHoover’scompanyhadalwayssoldthesameexperiencetoitsthemeparkcustomersforthesameprice.Wou

2、ldofferingapreferredguestcardruinthebusiness—orsaveit?HBRCASESTUDYAreSomeCustomersMoreEqualthanOthers?byPaulF.NunesandBrianA.JohnsonJillHoovergrinnedasthesoundofchildren’sNathanjumpedontheopportunitytoscorescreamsfilledtheairaroundher.“Couldyouapoint.“See?ThisiswhatImean,”hesaid.pleas

3、erepeatthat,Bill?”shecalledouttothe“Somepeoplejustcan’tdealwithlines.Giveparkmanager,whowasexplainingthesophisti-’emtheoptionnotto,andyou’dbesurprisedcatedsafetyfeaturesoftherollercoastertheywhatit’sworthto’em.”werewalkingtoward.Jillwasgettingherfirst“Youthinkso,huh?”Jillshotback.“Dot

4、hoselookattheAnaconda,thenewest—andbiggest—twostrikeyouasthe‘massaffluents’weshouldattractioninthegroupofthemeparkshercom-betargeting?”Itwasasmall-mindedretort,shepanyrannationwide.Shehadseentherideinknew,andnotbecomingofthepresidentandvariousstagesofdevelopment,butthefinalCEOofParadi

5、seParks.Buthonestly,shewasal-productwastrulysomethingtobehold,espe-readytiredofNathan’sconstantdrumbeatingciallyinaction.“It’sincredible!”shemarveled,forhisproposedOperationUpmarket.ItwasasmuchtoherselfastoherCFO,NathanCort-threemonthsagothathehadfirstapproachedland,whohadjustcaughtup

6、tothetour.Butherwiththeideaofa“preferredguestcard”asathemomentsouredasshenoticedascuffleinwaytowinmorebusinessfromanincreasinglythelonglineofpeoplewaitingtoride.Acouplemoneyed—buttime-pressed—groupofpeopleoftoughkids—youngmen,really—hadtriedtothatthefolksinmarketresearchreferredtoasju

7、mpthequeue,andotherpeopleweren’t“massaffluents.”Nathanhadlearnedthatthestandingforit.Billwasalreadymovingtowardtop20%ofU.S.incomesnowaccountedforthemandmurmuringintohiswalkie-talkie:morethan48%oftotalU.S.spendingonenter-“SecuritytotheAnaconda,code3.”tainmentfeesandadmissions,andhein-C

8、OPYRI