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Giving Thanks: The Business Benefits of Customer Gratitude

[fa icon="calendar"] Nov 20, 2015 5:23:22 PM / by Jeff Thomas

give thanks — reap the business rewards

With the Thanksgiving holiday right around the corner, I’ve been thinking a lot about all I have to be thankful for. A loving wife and family, the success of our content marketing agency, a talented and hardworking staff, fantastic clients here in Colorado Springs, across the state, and around the country… and the list goes on and on. I very naturally feel a strong sense of gratitude toward all these amazing people and organizations.

And what I’ve found is that the more I express that gratitude, the more good things happen to me, both personally and professionally. Now, please understand, I’m not telling people that I appreciate them because I hope there will be some positive benefit. I say it because I genuinely feel it. But I can’t help noticing what seems to be a pretty clear cause and effect relationship. 

So, if your company truly appreciates that people have chosen to do business with you, I strongly encourage you to tell them that. And not with a standard “thanks for your business” email, but in as warm, and genuine a way as you can think of. If your company is like ours, you’ll find that an “attitude of gratitude” has positive effects in a number of areas.

  • Sales — As word of your company’s grateful nature spreads, it affects prospects in two ways. First, curiosity draws them in for a closer look at this attitude that is so rare in business today. Second, they tend to drop their defenses and engage with you more quickly and more openly.

  • Customer Retention — Switching from one product or service provider to another is easier than ever before. Customers who know that you are genuinely thankful for their patronage are much more likely to stay with your company—even if some slight advantage to a competitor’s offering catches their eye.

  • Testimonials and Referrals — In a world that’s gotten fairly impersonal, being appreciated feels good. And we are all more inclined to speak highly of, or recommend, a company that makes us feel good.

  • Problem Resolution — If a person gets the impression that they are “just a number” to your organization and a problem arises, look out! They are not going to cut you any slack. If, on the other hand, they know you are grateful for their business and consequently will do whatever you can to make things right, you’ll find them much more patient and forgiving.

  • Product Development — Being a beta tester or sitting on a customer advisory board can be time consuming. Customers are much more likely to give of their time when they know it won’t be taken for granted.

Bottom line: Gratitude is an enormous win-win. You feel good, your customers feel valued, and everyone is happy. So, in the spirit of this post—and of the season—I thank you for reading, and wish you a Thanksgiving Day that lasts year ‘round.

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