How do you thank your customers? In this season of thanksgiving, we’re reminded of all the ways we can be thankful. Your customers are crucial to the success of your business. Do you take the time to thank them for working with you? How do you do so?
Humanize Yourself
“In an era when companies see online support as a way to shield themselves from ‘costly’ interactions with their customers, it’s time to consider an entirely different approach: building human-centric customer service through great people and clever technology. So, get to know your customers. Humanize them. Humanize yourself. It’s worth it.” – Kristin Smaby, “Being Human is Good Business” (Source: Help Scout)
A fantastic way to humanize customer service is to send a hand-written thank you note. Sure, you can send an email. But the client experience is different – better – when you write out your thoughts by hand on a physical card. Most people receive far fewer pieces of physical mail than email, so doing this allows you to stand out.
Positive Benefits
What are other benefits of sending a personal thank you note?
- Brand reinforcement. Utilize your brand elements on your cards, such as your business’ colors and logo. This is another touchpoint opportunity – a reminder of what you’re all about.
- Prioritized customer experience. If a client feels valued and appreciated, he/she is more likely to continue working with you. The decisions people make are shaped more and more by a quality experience.
- Network-sharing potential. A well-designed card is worth photographing. Your client may just share a photo of the card with his/her network on social media and be more likely to tell others about your products or services.
A 2018 study by Kumar and Epley found that “egocentric bias may lead expressers to systematically undervalue its positive impact on recipients.” They found that those who wrote thank you notes “underestimated how positive recipients would feel.”
The takeaway? Don’t underestimate the power of your words. A small time investment on your end is worth the outcome – a client who feels valued.
Writing Tips
What things should you keep in mind as you write? Here are my top recommendations.
- Be authentic. Don’t come across as scripted or dry – write in a way you would naturally speak.
- Be specific. Name one or more things you are thankful for – for instance, open communication, trust or loyalty.
- Don’t overthink it. Stay professional, but don’t think so much that you end up staring at a blank card. Write a few sentences in confidence and send it on its way. The more you practice, the easier it will become.
The Why
I grew up in a family who sent thank you notes regularly, particularly after Christmas and birthdays. I believe there will always be a place for physical mail and pen-to-paper writing. It may not be hand-written in penmanship like was once the norm (though I admire those who still keep this up), but words expressed on a page really have an impact – I believe they can have more power than those typed.
When was the last time someone wrote a thank you note to you? How did it make you feel? I challenge you to consider incorporating notes of thanks into your workflow. And if you need a new stock of cards, I’d be happy to help you with a design that helps you put your best foot forward.