Is Customer Appreciation Alive and Well at Your Company?

Every one of us buys products and services from a variety of sales people and companies on a daily, weekly, monthly, or annual basis. How many times in the last three to six months have you received some form of appreciation from those companies for the business you have given them? Even just a simple thank you note? My guess would be for most of you that you have not received any form of appreciation. 

In this high-tech and fast-paced business world, showing appreciation to customers is a dying practice. Yet most of us want to feel like the companies we choose to do business with value our business.

So how much is a customer worth to your company over the next one to three years? If a customer was spending only $100/month, that would equate to $3600 in revenue over the next three years. Ask yourself this question:

How much have you invested in the last 12 months to let your customers know how much you value their business and their loyalty?

Here are a couple of ideas to help you demonstrate to your loyal and long-term customers how important they really are to your business.

Thank you notes - a recent study completed by Wayne State University on an international company concluded that a thank you note generated a 43% increase in sales after six months. A thank you note plus a $20 gift increased sales by 49% after six months. 

A hand written note is a simple and cost effective way to demonstrate appreciation. A hand written note communicates the message that you care about your customers. Invest 10 minutes a day to write a few notes of appreciation to those loyal customers. It's one of the smallest investments you can make in a customer.

Follow-up calls - Call you customers! Our veterinarian, East Maryland Animal Hospital in Phoenix, Arizona, personally calls us after every visit to make certain that our dog is doing okay. This phone call tells me how much out veterinarian cares not only about our dog but also about our business.

Invest the time to talk with customers. Ask them:

• What they think of the quality of service your company provides.
• How to improve the quality of service your company provides.
• If there are other products or services they need that you could be providing.

One hour a week to call and listen to what your customers have to say will make a difference in your business as well as with your customers!

Appreciation programs - create a "Christmas in July" campaign to recognize loyal customers. Stand out from the rest of the crowd - you are one of many during the holiday season; but you will be the only one in July.

Hire a company that specializes in gifting to help create and deliver a unique and memorable gift that will leave a lasting impression. You will be amazed at how inexpensively you can demonstrate your appreciation.

Create a Customer Appreciation Award - develop a trophy or plaque that is delivered to your high-volume customers to acknowledge their loyalty and value. How many companies have sent you an award as a loyal customer?

Acknowledge special dates - celebrate special dates with your customer with a greeting card or small gift. Birthdays, anniversaries of doing business together, or achieving a volume purchase level are all good reasons to let your customer know that you are thinking about them.

Develop a frequent buyer program - a variety of industries use this as a means to say "thank you." This is one more way to say thank you for repeat business.

Teach the value of Customer Appreciation - communicate the dollar value of a customer to every person in your company. Most people do not realize what it costs to acquire and maintain a customer. If the people that work for your company do not understand the value of a customer, you are at tremendous risk! Reward and recognize them for the role they play in communicating appreciation to every customer.

Five Important Words - thank you for your business! Most customers would probably agree that they seldom hear those words. But if spoken insincerely, your customer will immediately sense it and you will have exactly the opposite effect. Train your staff to look the customer in the eye and to say "thank you " with sincerity.

If you sell your product or service by phone, it is even more important to take that extra three seconds to say "thank you." Don't be fooled that just because you are on the telephone, people won't be able to detect insincerity!

If your company is doing business over the Internet, have someone call the customer after either your product or services have been sold. Ask them about their experience - be open to feedback. Let them know that you appreciate their business.

Showing Appreciation to loyal customers is crucial to ensuring longevity in a world where, with the click of the mouse button, they can be purchasing the same product or service from numerous competitors.

Take one of these ideas and put it into action! Measure the results and see for yourself! It's one of the small things that you do that tell your customers that you care about them and their business. It will set you apart from the crowd!