How not to treat your best customers

Several times I've mentioned the growth of photographic magazines specializing in niche markets, i.e., black and white photography.

Last week, I noticed that the latest issue of a publication I subscribed to was on display at the local Barnes & Noble. Curious as to why I hadn't received my copy, I called them and asked if my subscription had expired.

"No," the very polite individual on the other end responded. We're just late sending the subscriptions out. We put them in the mail today."

Which means that those who pay in advance for the publication, providing upfront cash-flow stability and justification for advertising rates, have to wait longer than casual, one-time purchasers at a bookstore.

The episode didn't please me too much. But, what's really important is this: "What similar mistakes are we al guilty of, when we inadvertently penalize our best customers in order to attract new business from less loyal sources?"