Gold and platinum memberships are not a good idea. They rarely provide a better service to the members. Instead, they send out signals within an organisations that some customers are less important than others. As a result, the corporate culture tolerates the delivery of unsatisfactory service to clients who parted with good money, only to receive faulty goods. Here, Jonar Nader speaks about the dangers of offering gold and platinum memberships.
Jonar Nader is a management consultant, and principal at Logictivity Pty Limited. He is an author of management and leadership publications, including ‘How to Lose Friends and Infuriate People’. His areas of expertise include customer service, branding, and marketing.