Some WesternSlope Cleaning customers have long-term contracts for full-service cleaning, while others call the company as and when they require a particular service

The long-term customers have their queries handled by the company's customer service representative. The rest of its customers are directed towards voice messages when they want their inquiries to be processed. What strategy is the company adopting to achieve marketing excellence, and what is the main risk of this strategy?

The company is trying to differentiate its high-profit tier customers from its low-profit tier customers. The main risk is that customers who receive lesser treatment might be upset and speak ill of the company, damaging its reputation.