Do you take the time to celebrate your customers?  To show them that you really, truly appreciate them?  I am not talking about a generic closing in your emails or invoices that says, "Thank you for your business!"  What I do mean is, are you thanking your customers in such a substantial way that it is memorable and so that they feel the value of their business oozing out of your message?  It's well worth the little effort it takes to embrace this last skill in our "Top 10 Customer Service Skills List" series by showing your customers that you appreciate them. 

So why show your appreciation to your customers?  Building and keeping a loyal customer base is vital for any brand and business to succeed.  We must create deep and positive connections with our customers, and we must make them feel special.  An easy way to make them feel special is to voice your sincere gratitude for their business.  When done well, it's a most powerful customer retention tool, and your customers will tell their stories to other prospects.  As we all know, the best marketing is what your customers do and say to support you. 

Ways to Show Your Appreciation:

• Unexpected "Thanks" from the President/Owner- When the customer does not typically correspond with this leader, the impact of this effort is big.  This leader can write a note or email of gratitude or call the customer just to share his/her personal "thanks."
• Customer Appreciation Program- These are becoming more and more popular because companies recognize the big value that these provide.  You do not have to invest in anything complex- something as simple as an ongoing 5% off in appreciation of the customer's continued loyalty is a very appropriate way to recognize and thank them.
• Send a Personalized Handwritten Note- In your note, detail specifically how the customer's ongoing investment in your products/services has positively impacted your business.  Customers want to be acknowledged, and we all feel good when we know we have helped.
• Give Them Something for Free- Everyone loves free stuff.  You know what product/service they love, so give it to them complimentary and tell them it's a small gesture of your appreciation for their ongoing business. 
• Send the Customer a Surprise Gift- Learn what the customer loves (beyond your products/services) and send this to him/her.  For example, a box of Godiva chocolates to a truffle lover or a gift card to a movie theater to a movie buff. 

Showing appreciation does not have to be a costly investment, often it just costs you your time.  As long as what you decide to do resonates with your customers, your efforts will be well worth it. Your customers will have a sense of feeling valued, and they will spread the word.  As Gail Goodman said in her "5 Ways to Show Customers Your Care" article about customers, "Show them you care all year long and you're more likely to win their hearts . . . and their business."