Why Difficult Customers Are the Customers You Want

I was wrapping up a phone call with an insurance company customer. We were discussing an expansion deal being worked on by his procurement department for my company’s employee performance management platform. As I started to say my goodbyes, he interrupted me to say, “Your vision. Your solution and team. Everything’s great. I can’t praise you enough. But you need to know, we are a difficult customer.”

By: Gal Rimon, Founder & CEO, Centrical

Why Difficult Customers Are the Customers You Want

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That was an amazing way to end a positive, productive conversation. But it got me thinking about Coach Sterimbaum. He was my volleyball coach. Gave the toughest challenges. The hardest practices. Really pushed me and my teammates. He was…difficult. But I made it to the youth national team. And, to this day, I draw on the tough love he gave me.

I also realized each one of the half dozen or so customers I had just offered as references to an investor could be described as difficult. In slightly different ways. Customers at a big brand mobile phone sales company, a large BPO, a global telco, another insurance group, and a couple of others are each like Coach Sterimbaum.

I want difficult customers. And you should too. Let me explain.

They know success

Difficult customers aren’t mean. They’re don’t enjoy harassing your customer success team. Quite the opposite. They have a clear vision with an even clearer view of what success looks like. And, they’ll be demanding to achieve it…without compromise. On your or their part.

I’m sure you’ve been in situations where success hasn’t been defined and, yet, work is underway. But since difficult customers know what success is, or needs to be, it’s totally understood by everyone involved. You’ll know what you’re driving toward and why.

They’re difficult with everyone

Difficult customers are difficult with everyone. Especially within their own organizations. And you’ll want that. Because their difficult-ness will unclog bottlenecks and ensure things move forward. They won’t hesitate to enlist leadership. Gain IT’s support. Really do whatever’s needed, with whomever, to get the needed focus for a successful deployment.

They’ll make you ready for the next challenge

And like Coach Sterimbaum, difficult customers will push you past what you think you’re capable of doing. They’ll push you beyond your current level of service. Force more from your processes. Insist on greater product functionality. They’ll push. And push some more. Ultimately, it’ll be for your own good.

Another common characteristic of difficult customers is they’re early adopters. The value of their help in creating a better product that really fits with the wants and needs of the market can’t be calculated. Along with that, the rigors they put you through means you and your team will be able to serve every other customer better. For example, the normal repetition of process management when done for a difficult customer will make your organization the business equivalent of a super-sharp drill team.

Let me add, a difficult customer doesn’t want you or your team to simply accommodate them. They’re about reaching a goal. And are often driven to do so. If you believe success can be met taking a different path – one that keeps your product core unchanged – tell them. Then get there.