Appreciation, recognition, encouragement: ARE. Together they make up a cost-free, fully sustainable fuel, one that builds self-confidence and self-esteem, boosts individual and team performance, and keeps an organization running cleanly and smoothly. ARE is more powerful than the fuels that make engines roar and space shuttles soar, because it propels human energy and motivation. And unlike costly, nonrenewable fuels like oil and gas, its supply is inexhaustible. You can give out ARE all day long, at home and at work, and wake up the next morning with a full tank. In fact, the more we use, the more there is, because every time people receive some ARE they discover more of their own internal supply and start giving away the overflow.
-Lee Cockerell, Creating Magic
There's no better way to market your company or to add some "pow!" to your credibility than to have your satisfied customers do the work for you. When you give these happy customers the power to make a difference in your business, they automatically become more emotionally invested in the relationship and your company's success. Everyone likes to know that their voice has been heard and that they have made a positive impact, so why wouldn't you capitalize on your biggest marketing asset- your current customers- by empowering them to help you to be better and to earn more business?