3.01 CR-016 The Gray Zone

Identifying a business’s most valuable customers is a traditional use of customer relationship management. Some customers contribute more than others to a business’s long-term profitability—this is known as a customer’s “lifetime value.” Of course, businesses want to identify these customers and make every effort to keep them satisfied and loyal.

Some people, however, think that businesses’ giving certain customers special treatment over others is unfair. For instance, a “VIP” customer may be more likely to talk to a real person when s/he calls the business, whereas a “regular” customer may be greeted by an automated answering service. These practices aren’t illegal, but are they unethical? What do you think?