Today I wrote the last check I will ever write to the bank that has supplied my Visa card since 1987. For nearly 18 years, I've been a happy customer. If there ever was a dispute over billing (which happened rarely), the bank would resolve the problem immediately. It was a great company/customer relationship, so what went wrong?
Nothing ... and that was the problem.
For 18 years, I used my Visa card and not once was I rewarded for my loyalty. Eventually, I felt neglected, the spice in our relationship sizzled and soon I was eyeing the shapely APR's on the other cards that were so eager to get in my pants (by way of my wallet, of course).
My first flirtation with another card came when American Express and Delta Airlines teamed up to offer SkyMiles. For every dollar spent, a SkyMile on Delta Airlines was earned. Brilliant!
I kept my Visa card in the dusty crease of my wallet for the rare occasions when I did business with a merchant that didn't accept American Express. And each time I used my Visa, I cursed the SkyMiles I could have earned had AmEx been accepted.
Recently, United Airlines introduced its own frequent flyer rewards program, complete with a Visa card tie-in and 20,000 bonus miles upon sign-up. Now I had a Visa card that could earn miles when AmEx wasn't acceptedÉand it wasn't through the bank I did business with for 18 yearsÉthe bank I wrote my last check to this week.
The moral of the story
It takes a lot to earn a customer. Once earned, your customers cannot be neglected. Even when you think the relationship is soaring, you need to constantly find ways to add value. And you need to show it.
Not all of us can offer SkyMiles, but there are ways we can make our customers feel appreciated. Here are some suggestions:
Reward for loyalty
If a customer does a lot of business with you, they're going to expect a kickback. Retailers like Staples and REI offer discounts based on the number of purchases you make. Consider implementing a similar program.
Restaurants have punch-cards. Atlanta's Tara Cinema just started free popcorn Tuesdays. Businesses that book their services by the hour could offer reduced rates once a client hits a specified number of hours each year.
Whatever you do, make sure your customers are aware that you're doing it, and make sure they are aware that they have earned your special treatment.
Sweat the small stuff
Birthdays. Holidays. Anniversaries. They're often overlookedÑeven by your customers' own families. Imagine what a card, cookies or e-mail on a special occasion would do for your relationship.
If you're a retailer, take the concept one step further. Send a discount redeemable on your customer's birthday with your card.
Think outside the box
The Delta/American Express SkyMiles program was marketing genius. It was more than a customer appreciation gimmick; it was a low-cost way to create brand advocates by adding value to an existing service.
Truly great ideas like the SkyMiles card come from marketing teams who are actively brainstorming ways to improve their product or service. Schedule regular brainstorm time with the most creative members of your team if you want some brilliance of your own.
Don't Forget!
A successful customer appreciation program will build loyalty, keep you in front of your customer and be cost-effective and easy to maintain. Remember, you're looking for a competitive advantage, not additional expenses. Breaking your bank to show your love isn't going to do
anything for you or your customer. Your customers want quality service more than clever gimmicks.
Continue to do great work and reinvent yourself in ways that add value to the things your customers already love. That being said, cookies,
a birthday card and a few freebies now and then never hurt anyone.
Brent Dey is a writer, producer and creative thinker specializing in catchy taglines and effective communications for Fortune 500 companies. Learn his backstory at www.brentdey.com or by dialing (404) 531-4206.
