Yesterday I wrote about the power of becoming your customers’ true favorite.

Today, let’s talk about the dark side of that pursuit.

Amazing service can accidentally create MONSTER customers — people who interpret exceptional treatment as their permanent entitlement rather than your generous choice.

I’ve watched this happen so many times.

A customer receives outstanding support during a genuine issue. They’re delighted, grateful, and may become advocates for your brand.

But somewhere along the way, the exceptional becomes their expected baseline.

Suddenly, anything less than red-carpet treatment feels like a shameful betrayal.

They escalate normal requests to urgent demands.

They expect instant responses, free upgrades, and rule exceptions as standard operating procedure.

The warning signs are subtle at first.

A customer who used to say “Wow! Thank you!” starts saying “it’s about time.”

Someone who once appreciated quick responses now complains about anything longer than a few minutes, even at peak times.

A client who was grateful for problem-solving now treats every minor inconvenience as a crisis requiring immediate attention.

This creates an aching paradox:

The same exceptional service that builds genuine loyalty can accidentally train certain customers to become increasingly difficult to please.

The challenge is recognizing when great service is feeding entitlement rather than building genuine appreciation.

If you’re the customer’s TRUE Fave, they will treat you like a friend, not a servant. They will want you to succeed and be profitable.

In I Need That, I explore how the Fave Effect goes both ways. While some customers develop deeper appreciation for exceptional treatment, others develop expectations that escalate beyond any reasonable business model.

The solution is to set clear, realistic boundaries around exceptional service while maintaining the standards that create genuine favorites.

Product Payoff: By creating a culture of fun, helpful service within clearly defined parameters, Southwest Airlines mastered this balance. While their flight attendants are famous for humor and going extra miles for passengers, they maintain firm policies around seating, baggage, and scheduling.

When customers attempt to exploit their friendly culture, Southwest staff politely redirect them to standard policies without apologizing for boundaries.

This approach maintains employee satisfaction and customer loyalty while avoiding the entitlement spiral that plagues airlines trying to please everyone at any cost.

Action for today: Check your customer service interactions for entitlement warning signs. Are customers escalating their demands over time? Do certain clients treat your exceptional service as inadequate baseline rather than appreciated bonus? Are good employees experiencing more stress at the hands of monster customers?

Create clear policies around when and how you provide above-and-beyond service, ensuring your team can maintain boundaries without feeling guilty about disappointing entitled customers.

Have you encountered customers whose expectations escalated beyond what any business could reasonably sustain?

Tap that always-pleasing reply arrow and tell me how you’ve handled the balance between exceptional service and sustainable boundaries!

Or reach out to my team of product launch strategists at Graphos Product.