Non-Customer

What:

Many of the world's most customer-centric companies are very open about the kinds of customers they do NOT serve. For example, Southwest does not serve business-class flyers. In your business, some customer segments are simply not desirable. How do you build your customer experience to discourage these individuals from engaging your products and people?

Why:

Don't water down your customer experience so as not to offend less desirable or profitable customers. You might be missing the opportunity to more closely engage your best customers. Be clear about which customers you want and which you don't want.