Kathy Sierra asks “Why do so many companies treat potential users so much better than existing users?” My answer: because potential users haven’t handed over the cash yet, existing users have.

Of course, Kathy’s question is valid, as are her answers, because it’s easier to get new sales from existing customers than it is to get a new customer. Somewhat ironic, huh?

Which leads to another question: If it’s easier to get new sales from existing customers – what’s the problem with treating them like crap?

Because you don’t get all the sales you could get, you don’t get the product that your customers want, and you don’t get a product that your potential customers want. Working with and embracing your existing customers is a great way of building your business and actually keeping your staff happy.