4 Tips for Giving Thanks to Customers

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With Thanksgiving fast approaching, it's common for businesses to send out emails, greeting cards, and other messaging to customers to thank them for their patronage. And why not? It's that time of year when many people take a step back and reflect on those things they're most thankful for, whether it's family, friends, health, security, etc. There are numerous ways that companies can help make customers feel appreciated and valued - in late November and throughout the year.

With Thanksgiving fast approaching, it's common for businesses to send out emails, greeting cards, and other messaging to customers to thank them for their patronage. And why not? It's that time of year when many people take a step back and reflect on those things they're most thankful for, whether it's family, friends, health, security, etc. There are numerous ways that companies can help make customers feel appreciated and valued - in late November and throughout the year.1. Make it heartfelt. Bestowing customer appreciation, either through personalized emails or other communications that clearly expresses a company's gratitude to its customers, is a great way to strengthen relationships and cultivate loyalty. Letting customers know that they're valued can also generate business benefits although appreciation ideally should be conveyed with expectations of nothing in return. Although it's dated, a study published by The Journal of Marketing in 1976 found that when a jewelry store called to thank a group of customers for their patronage, that segment subsequently spent 70 percent more than customers who weren't called.

2. Make it engaging. Some companies demonstrate random acts of customer appreciation that are shared via video. For instance, TD Canada Trust surprised some of its customers earlier this year with $20.00 deposits, airline tickets, and other giveaways and then shared their emotional reactions by video. Other companies send customers humorous emails. Regardless of the tactic that's used, the point is to make the interaction fun for customers and potentially memorable.

3. Make it frequent. Thanksgiving and the holiday season are great times to express customer appreciation and for conveying warmth. But it shouldn't just be an annual rite of passage. Demonstrating to customers periodically how much they're appreciated is simply the right thing to do.

4. Make it timely. Sending a customer a thank you note a few hours after making a purchase or having an interaction with a company is a great way to express appreciation while reinforcing how much the customer is valued. A well-timed thank you can convey that a company is appreciative and sincere while making a customer feel cherished.

Also, if you're a senior executive or manager, don't forget to regularly thank employees for all their hard work throughout the year. After all, happy workers = happy customers.

EXPERT OPINION
EXPERT OPINION