How do you keep a client like UnderArmour?

I’ve written before that your first priority in marketing is to hold on to your existing customers. Small businesses often satisfy this requirement through exceptional customer service, but many larger companies do it by sorting their customers into tiers (e.g. Tier 1, Tier 2, Tier 3, etc.). The problem with very large companies is that if you fall into one of the lower tiers, you might not be pleased with your experience. For example, United Airlines’ customer service problems were made legendary by Dave Carroll in his “United Breaks Guitars” videos.

I don’t mean to pick on large companies. On the contrary, the large company practice of having tiers of customer support is critical for growing, thriving businesses...

Read the rest in the Washington Business Journal