The last I checked, platinum is more than double the price of gold. Basic economics states that the rarer the commodity, the higher the price will be to obtain the item.

The same holds true for what we refer to as "The Platinum Rule" in customer service. We've all heard of the Golden Rule – "do unto others as you would have done unto you" . . . simply put, treat others the way you would like to be treated. The Platinum Rule takes it a step further – "do unto others as they want to be done unto". In essence, treat others the way they want to be treated.

No better example of the Platinum Rule in action can be found than in contact centers that greet you the way a local merchant who you've done business with for years does – by name. This familiarity is part of the charm of attentive, personal service, and it's what prevents many people from switching to larger, more abstract national brands.

A popular TV show had a theme song based on the line "where everybody knows your name – and they're always glad you came". Research still shows that, despite numerous technological advancements in the last 20 years, the #1 frustration for customers is having to re-authenticate during the customer contact process. This process, which usually consists of re-asking a customer for their account number or other identifier after it has already been entered in the IVR, generally occurs before the actual transaction, and significantly impacts the perception customers have of the depth of their "relationship" with you.

A hit song a few years back stated, "If you don't know me by now, you will never, never know me". Are you employing The Platinum Rule in your contact center by eliminating unnecessary re-authentication for your customers?

Or maybe there's a rule you'd like to throw out there...