If you’re given the choice between two restaurants – one with grumpy wait staff who barely acknowledge you, versus another with smiling servers who ask how you’re doing and hustle to get your hot food on the table – chances are, you’ll opt for the place that makes you feel more welcome.
After all, customers like to feel appreciated for spending their hard-earned dollars at a particular business. Customer appreciation – the act of recognizing a customer’s value – is critical to keeping customers happy, making them not only want to return to your company time and time again, but encouraging them to sing your praises to everyone they know – potentially generating new business. Even small gestures can go a long way toward showing your customers you appreciate them, which will make them want to come back for more.
As marketing guru Seth Godin says, “It’s easier to love a brand when the brand loves you back.”
7 Customer Appreciation Ideas
Looking for ideas for customer appreciation? To express your sincere thanks to clients for doing business with your company, consider using these seven customer appreciation strategies to create a stronger relationship with customers, build loyalty, and drive business growth.
1. Save your customers some cash.
In Merkle’s 2022 Loyalty Barometer Report, receiving discounts on a brand’s products or services was the preferred type of reward for 79% of the 1,500 consumers surveyed. At a time when inflation has pushed up the price of everything from groceries to gas, now can be an especially good time to show customers you appreciate their business by running promotions that save them money.
For example, a retail company might periodically allow customers to earn, say, $10 in store credit to use on future purchases for every $50 they spend. This incentive can not only encourage customers to spend $50 or more in one sitting, it can give them a reason to come back to the store at a later date to redeem their rewards on subsequent purchases.
Emailing customers who have made purchases with special offers, coupons, and other discounts – such as 30% off their next purchase or free shipping – is another important way that companies can build customer loyalty. In addition, businesses can host in-person or virtual events and offer promotional discounts exclusive to their best customers.
Companies that surprise customers with unexpected benefits can end up creating the kind of “wow” experience that leads customers to spread the word to their friends – and that word-of-mouth marketing is priceless.
2. Use the power of surprise.
Surprising your customer with an unexpected perk or upgrade can help your business stand out from the competition, and help ensure your customers remain loyal.
For example, an airline ticket agent may recognize that a passenger flies frequently for business and move that person out of coach and into first class to fill an open seat on a plane. That upgrade won’t cost the airline a dime, but it can leave a lasting impression on the customer. Similarly, a hotel that has unused penthouse suites may offer one to a repeat customer as an expression of thanks for all of their previous stays.
Companies that surprise customers with unexpected benefits can end up creating the kind of “wow” experience that leads customers to spread the word to their friends – and that word-of-mouth marketing is priceless.
3. Launch a robust customer loyalty program.
Customer loyalty programs offer participating customers rewards, discounts, and freebies for their purchases. This can allow customers to earn points with their purchases that can be redeemed later, such as offering a fifth cup of coffee for free, or $10 off a purchase once a punch card is filled.
In some cases, companies may offer paid loyalty programs that provide exclusive benefits, such as the free shipping Amazon Prime customers enjoy on purchases in exchange for paying a monthly fee.
It’s important to develop a loyalty program that people want to join – one that makes it easy to earn, receive, and use rewards. Consider coming up with virtual customer appreciation ideas, like online-only exclusives or promotions. Try to make sure you’re not just collecting people’s email addresses and phone numbers without providing a tangible benefit in return. There’s nothing like a cashier asking for your phone number every time you make a purchase at a retail store, followed by disappointment when no discount or perk ever materializes. Your loyalty program should provide enough value to entice customers to keep coming back.
4. Send personalized communications.
Recognizing your customer’s important life events shows them you care. For example, consider honoring their birthdays with offerings such as free appetizers or discounts on purchases; consider sending a bottle of champagne to a customer who gets married; or consider mailing an infant’s onesie with your company’s logo on it to a couple who has a new baby.
In addition, consider celebrating customer-specific milestones. When customers have made their 50th purchase or have been loyal for five years, consider rewarding them with a gift card to express customer appreciation. Not only can you make them feel special, they may also be motivated to come back to use their gift.
And consider slipping in a handwritten note with your gift. While it may be impossible to write a note for all of your customers, you can choose a select few loyal, repeat customers to thank in this more personalized way.
5. Listen and respond to feedback.
To keep your customers happy, try to make sure they feel heard. Try to listen to their feedback about your products and services on social media channels, both positive and negative comments, and chime in as much as possible. Responding to criticism, particularly by offering to remedy a problem for an upset customer, can also help win you brownie points with prospective customers who see your input and will respect you for taking the time to listen and take action.
Along the same lines, try to keep track of reviews on sites like Google, Yelp, and TripAdvisor. You can express appreciation for the good reviews while also showing you value the input of people with questions and concerns. You can even take things a step further by asking customers who leave positive reviews if you can feature their testimonials on your website or in your email marketing campaigns. A person whose acne improved after using a certain cream, for instance, may be willing to share their story and encourage others to try the same product.
Also, if a customer’s feedback leads you to make changes to improve your products or services, consider including a shoutout to your customers in a brief video or other marketing communications to let them know that their opinions influenced the direction of the brand.
6. Show customers you share their values.
Customer appreciation is not just about discounts and freebies; it’s about showing your customers you understand who they are and what they believe in.
In fact, getting involved in social causes has become a business imperative. The Ipsos Global Trends 2023 study, which involved 48,000 interviews conducted worldwide, revealed that people have clear expectations of businesses. 80% said that companies can make money and support good causes at the same time, and 64% asserted that they try to buy products from brands that act responsibly, even if it costs more.
If your company is committed to doing its part to address climate change or fair trade, for instance, try to let your customers know about your sustainability practices or commitment to a transparent supply chain. In addition, consider partnering with charities and other businesses to sponsor events that benefit local organizations or donate a percentage of your profits to organizations that are making a difference in the world.
7. Offer a simple "Thank You."
A simple “we appreciate your business” can be a powerful customer appreciation strategy, as can thanking customers for referring your company to others. When people choose your company’s products and services over your competitors, they want to feel appreciated for it.
Consider developing an after-sales system to follow up with customers. This can not only let you thank them for their purchase, but can also allow you to inquire how the product or service is benefiting them. It's a no-cost way to show your appreciation for their patronage.
The Bottom Line
Customer appreciation can help you build strong relationships with the very people who keep you in business. Whether it's surprising them with discounts and upgrades on National Customer Appreciation Day, responding to their feedback, advocating for their social causes, or expressing other tokens of appreciation – thanking your customers for supporting your business can allow you to create a loyal customer base and to grow your business.
A version of this article was originally published on November 16, 2016.
Photo: Getty Images
