A few weeks ago, I read a disturbing article in a respected business publication.  It boldly stated that tough economic times demand pulling out all stops in Customer Service, even at the expense of personal and family commitments.  The implication was that extra effort applied to all customers and prospects would create competitive differentiation.

Hey, I've got news.  I know a guy who sells insurance of all types, as well as investment instruments.  I guarantee he spends more time, effort, and creativity on customers like Alex (A-Rod) Rodriguez and Dwayne (The Rock) Johnson that he does on some weasel out shopping to save ten dollars on his auto policy premium.

This translates, I think, into lessons for B2B business relationships.  And may raise some questions.  For example, why isn't exemplary customer service (albeit stratified and customized to the situation) a minimum requirement in any economic environment?  Or, how much will a client or customer respect and value someone who can't keep work and life priorities straight?  And, do you really want a relationship with a customer who doesn't respect and value your total person?

Beyond that, at the individual level, going beyond the "extra mile" (to what, a mile and a half?) for every customer is a shortcut to burn-out and breakdown.  It is at the organizational level, too, and the breakdowns can be costly, even catastrophic.

What do you think?  Is working harder, not smarter, the answer?  (My bias may be showing.)  Is redefining customer categories and custom-crafting appropriate relationships a better way, at both individual and organizational levels?  Is more effort on the low-priority prospects robbing you of time and energy for valuable collaboration with high-potential customers?