Not all customers are equal.
In fact, the top 20% of customers often generate 80% of revenue. Yet, most brands still treat every customer the same. That’s not loyalty, it’s laziness.
Amex and the power of xxclusivity
American Express takes the opposite approach.
Their Centurion Card, better known as the Black Card, is designed exclusively for their top tier. There’s no application form. No points threshold. It’s invite-only.
The benefits?
– A 24/7 concierge.
– Access to exclusive events.
– Luxury brand partnerships.
– And most importantly, a sense of status that goes far beyond the card itself.
Why does Amex do this? Because they know these ultra-high-value members drive disproportionate revenue. They spend more, advocate more, and carry the brand into spaces no marketing campaign could buy.
Why most brands get it wrong
Too many businesses spread their resources thin, trying to please everyone. But not every customer should be treated equally.
The real ROI comes from identifying and over-serving your VIPs. These are the customers who:
– Spend significantly more than the average.
– Refer and influence others.
– Stick with you through market shifts.
The top 5% of your customer base can fund your growth for years, if you keep them loyal.
The takeaway
Loyalty isn’t about breadth. It’s about depth.
Find your VIPs. Roll out the red carpet. Build experiences so exclusive and personal that leaving feels impossible.
Because when it comes to growth, a few loyal customers are worth far more than a crowd of casual ones.
