The most obvious example of this in daily life is through airlines, where the difference is pretty transparent and you get night-and-day better service by being a loyal customer. With top status with AA and UA (EXP and 1K), you connected to U.S.-based very senior phone agents right away, who always make sure to take care of any issue that arises. 50min delay on your AA flight? No problem, sir, we are rebooking you on…
Although, what's interesting about this, is that they might do themselves a favor if they target customers who have the most potential to bring them more of their business if they give them even better treatment, as opposed to giving the best treatment to only your already-existing top customers. Attraction v. Retention