What Happens to Customers Most Brands Exclude

What Happens to Customers Most Brands Exclude

What Happens to Customers Most Brands Exclude

The downside of excluding customers with differences is often more than a lost sale.

By Sonia Thompson , Customer experience strategist, consultant, and speaker@soniaethompson

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In 2012 I quit my corporate career to start my own business. Leaving that job to work on my dream also meant leaving my health insurance. I liked all my doctors and wanted to continue seeing them, so I applied for the same insurance with the same company I'd had for the previous nine years.

My application was denied almost instantly. During the course of my nine years of employment, I was diagnosed with an autoimmune disorder. Even though I was in remission and healthy -- I'd completed a triathlon the prior year -- my pre-existing condition was grounds for the company to tell me "you