hereas profitability tiers make sense from the company’s point of view, customers are not always understanding, nor do they appreciate being categorized into a less desirable segment. 34 For example, at some companies (e.g., eTrade), the top clients have their own individual account representative, whom they can contact personally. The next tier of clients may be handled by representatives who each have a limited number (e.g., 100) of clients. Meanwhile, most clients are served by a website, an 800-number, or an automated voice response system. Customers are often aware of this unequal treatment, and many resist and resent it. It makes perfect sense from a business perspective, but customers are often disappointed in the level of service they receive and give firms poor marks for quality as a result. T herefore, it is important that firms communicate with customers so they understand the level of service they can expect and what they would need to do or pay to receive faster or more personalized service