What do you do for your clients to make them feel special? We all like to feel we matter to the companies we do business with. (Like when the salesperson at Talbot’s calls to let me know they’re having a sale or sends me a thank-you note after I spent too much money with them.) I fall right into the “trap” of thinking. “Awww, they appreciate me, so I’ll continue spending money with them.”
Recently, I received an unusual special looking envelope in the mail from Kohl’s department store. It wasn’t the usual promotional piece and looked more like an invitation or greeting card. Of course, it got my attention, so I opened it. Inside was an unusually nice card, wishing me a happy 18th anniversary as a Kohl’s customer. My first reaction was, “Eighteen years?!” That isn’t possible! Then I remembered that my 21 year old daughter was a preschooler when Kohl’s came to town. I remembered for two reasons: 1) Because my mind is filled with useless trivia and 2) Because it was just before Easter and I went a little crazy outfitting my girls and my holiday table shortly before we moved into our current home 18 years ago. (As I said, useless trivia!)
Anyway….Kohl’s acknowledged that although I probably forgot “our” anniversary, they didn’t. To commemorate it, they sent me an $18 gift card, along with a 20% off coupon. While it didn’t exactly bring a tear to my eye, it did make me feel appreciated. More importantly, it got me into the store again and and I shelled out around $100, this time outfitting my granddaughter. Kohl’s made way more than the $18 they discounted and I got some great deals. Win/win!
This same concept could easily be applied to a wedding business. While we may not work with many of our couples long enough to celebrate the one year anniversary of our relationship, we can twist the concept. For instance, we can acknowledge the six month countdown to their wedding day by gifting them with a coupon for $60 in free informal notes when they place their order with us. With most invitation companies, our cost would be $30 and on average, no more than 10% of their order.
One of the key concepts in customer service is to under promise and over deliver. We don’t have to over deliver by giving away our time and knowledge. Because we tend to be natural born helpers, we’ll probably do a little bit of that. (And a little bit is fine.) However, your bank account will be much better off if you can find ways to make your clients feel special while you benefit financially.
What are some ways you over deliver for your clients? I’d love to hear about it in the comment section below. And, if you find this article helpful, please share it!