Answer :
Charles Schwab aims to 2) improve customer loyalty by instantly directing their best customers to support representatives, satisfying their expectations of shorter wait times.
Charles Schwab's approach of instantly directing best customers to customer service representatives, while having other customers wait longer, is likely aimed to improve customer loyalty. Given the context that preferred customers have paid extra for this privilege, the goal is to meet their expectations for shorter wait times. This tactic acknowledges that keeping callers on hold, especially those already frustrated due to an issue with the product, leads to unhappiness. Thus, by allocating more worker hours to preferred customers, Charles Schwab is ensuring that the customers who contribute more to the company's revenues feel valued and remain loyal. However, it inevitably means longer wait times for regular customers due to the fixed amount of caller-support hours available.
