In a hectic world where people often barely acknowledge you (let alone show you their appreciation), customer appreciation letters are a way for companies to connect with consumers. As a business owner, realizing the tremendous potential of demonstrating your appreciation for customers through a quick, hassle-free letter presents your company with a strong competitive edge.
The Facts
Everyone loves to feel appreciated. In fact, a study, by Hallmark Business Expressions revealed that 73 percent of consumers, when asked about their receptiveness to business communication via a greeting card or letter, indicated a positive response. These responses included appreciating the gesture, feeling like the company genuinely cares about them and being more likely to do business with the company again.
In any industry, customer appreciation, even a seemingly minor gesture like an appreciation letter, is rarely utilized to its utmost potential. Professionally written, a customer appreciation letter should remain short and express the reason for showing appreciation. Traditionally, most companies also include a coupon, sample or similar item with the letter to enhance the overall effect. When written immediately following an event that warrants a written response, a customer appreciation letter can be a valuable asset to your company's marketing campaign.
Function
A customer appreciation letter is written by a company to express its thanks to a customer for patronage. Although it is a professional letter, the letter should still convey warmth and sincerity. A letter lacking a reason for writing and genuine gratitude will not fulfill the purpose of expressing appreciation.
Effects
When well written, a customer appreciation letter typically will reward the company with a loyal customer base that encourages others to become patrons of the company because the customer feels important and valued. A few letters of appreciation may serve as a company's best marketing campaign, because word-of-mouth advertising is the most compelling method of advertising.
Misconceptions
Unhappy customers do not advocate your business, so make sure your letter bridges the gap between satisfaction and loyalty. Don't allow your letter to come off as a cheap marketing ploy to increase your bottom line.
Benefits
Aside from retaining existing customers and expanding market share, customer appreciation letters are relatively inexpensive. They only cost a few cents per letter, take only moments to write and, most important, they establish a personal connection with a customer. Furthermore, when applied consistently and strategically, customer appreciation letters can result in exponential growth and profitability.
Significance
Customer appreciation letters strengthen a company's relationship with its customer base. Such a small token of gratitude can make your company memorable.
A customer appreciation letter can be a surefire way of convincing customers to perceive a product or service as being of higher quality, simply because of the personal connection established. This type of perception results in increased market share and an expanded bottom line for the company.
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