The press has been having a field lately feeding us
varying perspectives on the political correctness of this holiday season,
covering a varying number of perspectives!
Regardless of what any one person’s perspective is on how
to appropriately discuss, much less celebrate, this season, hopefully we can
unite as we reflect on that for which we can be thankful.
The words are simple enough to say--"thank you." But
sometimes it’s so hard to say them, or hear them.
Consumers are starved for recognition. They want to be
noticed, valued and appreciated by the people with whom they do business.
Some customers will stop doing business with a company because they are not
appreciated, or are treated so poorly.
Thanking your customers needs to be at the top of your daily "to do" list.
Imagine receiving a handwritten "thank you" note with no strings attached.
What a powerful way to let them know they are truly appreciated and valued.
Sending thank you notes to your customers does not need to be time consuming
or “work.” Just 10-15 minutes each day to write three notes generates 15
thank you notes by the week’s end. Now, imagine if every employee in your
company took the time to send three "thank you" notes a day. That's a lot of
customer appreciation!
Are you asking what good does a thank you note really do? Here are four ways
that a handwritten "thank you" note builds customer loyalty:
1. It's unexpected.
It’s sad to say but most customers simply do not expect to feel appreciated.
Our world has become more and more impersonal. A simple thank you note will
surprise your customers and give them something positive about your company to
tell their friends.
That's why it's so important to send a "thank you" with
no strings attached. Don't enclose your business card or information about a
"special offer." Keep the message pure and sincere.
2. It's personal.
How differently do you look at an envelope when it is hand-addressed to you?
Don't use a label for the envelope. A handwritten address and note is more
likely to be opened and read. The fact that you were willing to take the
extra time needed to write the message tells your customer that you are
sincere.
Another personal touch is to use a postage stamp rather
than to have your envelope metered. A postage stamp again reflects your
personal time, effort and thoughtfulness.
3. It's classy.
Handwritten "thank you" notes are viewed as outdated. In the old days, it was
considered a disgrace to forget to send a "thank you" note to someone who has
done something nice for you. You can probably think of times when your kind
deeds or gifts have gone unacknowledged. Every time a customer chooses to do
business with you, he or she is giving you a gift. Employees that send
handwritten "thank you" notes will stand out from the crowd because it is a
classy and unique thing to do.
4. It's contagious.
Become the farmer! The more "thank you" notes you send, the more "seeds" of
goodwill you plant. This will benefit you and the company for which you work.
Your customers will recognize that you do value them. When customers feel
appreciated, they are generally more pleasant and refer more business.
A thank you shouldn’t just be in response to a kind word or deed. Expressions
of appreciation oftentimes are most effective during challenging moments.
Here are some examples of when to thank your customer:
--They refer a
new customer. This one's important because word-of-mouth advertising is what
keeps a company healthy.
--They suggest how you could improve service or other aspects of the business.
When your customers feel they've been heard, they automatically feel valued.
--They reach milestone anniversaries as a loyal customer; one year, five
years, ten years, etc. A little gift could be included with these "thank you"
notes.
--They complain
and give you the opportunity to resolve the problem. These customers care
enough to give your company a second chance.
--They've been patient with service glitches such as a delayed installation,
long telephone hold times, web site problems, or the weather has affected
their service. This lets your customers know that you recognize the value of
their
time.
--They've made your day brighter due to their positive attitudes. It's a great
way to guarantee more smiles in the future.
--They purchased a product or service based on your recommendation. Your
customers haven taken some risk when they trust you enough to act on your
advice.
--They turn
down your sales pitch because it wasn't the right fit for them. Just because a
customer or prospect says "no" doesn't mean there won't be another opportunity
to do business with them in the future.
--They compliment you, especially in front of another customer or better
yet--your boss. Customers like to hear that their positive comments made a
difference.
The bottom line is that we all like to feel valued and
appreciated. So as 2005 winds down and 2006 winds up, make a commitment to
express your appreciation daily to all those you value.
