“We provide top notch quality to our customers.  Especially the really rich and important ones.  Everyone else, on so much.”

It is extremely easy to put customers into groups.  It is also easy to ignore customers.  All you have to do is place something else in front of that customer.

Consider what would happen if we attempted to provide the best service for everyone we called a customer?

Would they respond differently to us?  I think they would.  They might even tell their friends.