In my last post, “The 2 Most Important Words Every Customer Wants to Hear,” we discussed the importance of customer appreciation and saying thank you as a means to increase your customer satisfaction, referrals and profits, as well a slew of other benefits.
And a number of small business owners proudly responded to proudly say: “Charlie, I always say thank you to my customers.”
But the very act of just saying “thank you” isn’t enough to truly create a tribe of loyal, happy, ecstatic clients.
In this article, we’ll review a 3 step formula for making your ‘thank you’ message actually count because … believe it or not …
Not Every “Thank You” is the Same!
#1 – The ‘Thank You’ Must be Unexpected
Let’s say that you walk into the doctor’s office because you’re feeling ill. After the check up, the doctor shows you the door and says: “Hope you’re feeling better, thank you for coming in.”
When you think about it … that sort of response is expected. Right?
Sure, it’s appreciated, but it’s no big deal. Chances are you’ll go about your day and forget his comment.
Now, what about if the doctor or someone from his office called your home the next day to say:
“Dr. Phil asked me to call you because you’re a valued patient and he was concerned about you.
Are you feeling better today and do you have any questions for the doctor?”
For most people, that’s an unexpected response and it makes you feel special, valued and appreciated.
(By the way, this is the call Dr. Timothy Kingsbury gave me when I was diagnosed with pneumonia a few years back … and, I’ve gladly shared this story and referred countless patients to him because of how much I appreciated this gesture.)
#2 – The ‘Thank You’ Must be Meaningful
When airlines recite their customary – “Thank you for flying (fill in the blank) Airlines, we know you have a choice in your air travel and we appreciate your business” – it’s a step in the right direction but it’s not meaningful.
To be meaningful, it has to touch our emotions and from a heartfelt place.
Disney does a fantastic job at this….
When you book a vacation package and inform the concierge that it’s a special occasion, they make note in the computer and the Disney ‘cast members’ frequently recognize and go out of their way to make sure that your occasion is special.
For example, my wife and I are frequent Disney travelers and for our first year anniversary, Disney upgraded our room to the concierge level at no extra cost, provided us with a bottle of good champagne, surprised us with a complimentary stretch limousine to take us to our favorite restaurant, created a personalized dessert for us … and, I’m just barely scratching the surface.
Now, do you think that this gesture was meaningful to us?
You bet!
But, it doesn’t have to be that extravagant either.
For example, just the other day, I received a book from a client of mine with a note that said: “Charlie, I thought of you when I was reading this book and thought you’d enjoy the read too!”
And this wasn’t just any book, this book specifically related to a conversation I had with this person earlier … it was very meaningful.
#3 – The ‘Thank You’ Must be Personalized
Have you ever received one of those standard, print, Christmas cards from one of your vendors that simply said: “Happy Holidays! We appreciate your business, from (fill in the blank).”
These cards are printed, everyone receives them are the same and the envelopes are all stamped “bulk mail.”
Just as fast as they make it to my mailbox, they find their way to the trash.
A nice gesture but completely impersonal (and, frankly, a waste of paper).
But, do you remember the story of the personal, hand-written thank you note that my wife received from Upper Crust pizza? They even made mention of her favorite pizza!
Now, that’s a personalized ‘thank you’ card!
Just going out of your way to make your customers feel valued, special and appreciated can go a long way.
What are some more examples that you’ve experienced as a customer? How can you apply this principle in your own business?
Please discuss and share below.
