Ways to Show Customer Appreciation

A loyal and enthusiastic customer base for your product or service is essential if you want to thrive and stay ahead of your competition. Some of the best ways to show customers how much you appreciate their patronage require very little time or money to implement; they can potentially yield high returns.

Frequent-Buyer Programs

Reward your customers' spending habits with special sales, member discounts and freebies whenever they accrue points from their purchases. If you are a restaurateur, for instance, offer a seventh meal on the house after six prior visits. While many stores use small cards that are punched with each purchase, customers will not always remember to carry the cards with them. A better system is to track points in your customer database and either surprise the customer at the point of sale or mail a certificate announcing that he has reached a level entitling him to a complimentary product or service.

Insider Specials

Give your loyal customers a heads-up on new merchandise and upcoming sales via email, phone calls or mailers. Hold a pre-sale two or three days in advance of announcing it to the general public. Schedule "early bird" or extended shopping hours, as well as preview parties with light refreshments on a day when your business typically is not open. If your shop features the work of local artists, send invitations to loyal customers to meet the artists in person and have their purchases autographed at private receptions. Say "thank you" with discounts or special gifts for referring new clients to your business. Create a sense of community by sharing your knowledge and advice in customer newsletters and inviting your recipients to submit their own tips for publication. Offer customers a free class on how to use their new purchases to best advantage.

The Personal Touch

Have a supply of thank-you cards on hand that you can sign and drop into customers' bags with their receipts. Follow up by email, a few weeks after a transaction, to let a customer know that you hope she is enjoying her purchase. If a customer has a complaint or wants to return merchandise, respond to these concerns immediately. Commit your customers' names to memory, so you can personally greet them each time you see them. Make note of their birthdays, anniversaries and special occasions in your database so you can send cards along with a congratulatory discount. Pay attention to your customers' merchandise preferences so you can make recommendations on related items or let them know when you receive a new shipment of their favorites. Sponsor a school, scout troop or team to which your customers' children belong.

Customer Feedback

Let your customers know that their opinions and ideas are valuable to you. Make note of their suggestions on how to improve your products, services, decor or presentation and remember to personally thank customers when you put their suggestions into action. Distribute survey cards and questionnaires that make it easy for customers to give feedback about their shopping experiences and request items that they would like to see offered in the future. Enter respondents' names in a drawing for a prize. Engage customers in conversation when they are in the store; give a customer your undivided attention when she needs assistance and always thank her for coming in, even if she does not buy anything.

References

• "How to Talk to Customers: Create a Great Impression Every Time with MAGIC"; Diane Berenbaum, et al.; 2007
• "Building Great Customer Experiences"; Colin Shaw, et al.; 2007
• "Perfect Phrases for Customer Service"; Robert Bacal; 2010
• "The Power of Loyalty: 10 Essential Steps to Build a Successful Customer Loyalty Strategy"; Roger Brooks; 2010
• "Think Like Your Customer: A Winning Strategy to Maximize Sales by Understanding and Influencing How and Why Your Customers Buy"; Bill Stinnett; 2004