Better Client Retention and Relationships through Customer Appreciation

The act of emailing, tweeting or messaging someone isn’t exactly communication.

I write a lot about how to best position yourself through the far reaching network of Social Media. But I am beginning to notice a scary trend. Companies forgetting about traditional business techniques. Namely, customer appreciation through focused attention.

Awhile back I wrote that Social Media is about relationships. What do you do in a successful relationship? Communicate. The act of emailing, tweeting or messaging someone isn’t exactly communication. Especially if you are only broadcasting sale information.

Without real communication your business will never be sustainable.

Sometimes a thank you letter can make or break a deal. But only if it is specific to that client. That showcases dedication, not the aptitude of changing text on a template. Imagine how you would feel if a company singled you out to acknowledge your requests, requirements or general comments. Even just for a moment.

Appreciation through focused attention.

Last week 1800 Postcards sent out a traditional #FollowFriday suggestion to their, roughly, 600 followers on Twitter. They included me. 1800 Postcards isn’t an incredibly large company but I was hesitant to believe it was real.

I can’t say this enough. Communicate with your customers.

So many companies now rely on trends or buzzwords to bait potential customers via Social Media. I responded with “thanks for the #FF mention! I hope it means something and is not simply random/automated however.” They responded quickly, “Nope! I’m really Frank, located in downtown NYC. We actually liked your suggestion for our site too.” I was so taken aback by this that I wrote an article about the business technique (you are reading it). That’s how truly rare this is.

They focused on something I sent to them weeks ago. A small 140 character note. Their response was a digital version of the hand written thank you card. They don’t say thank you to everyone on a daily basis to appease prospective customers. When a thank you comes, it holds more weight as they are a commodity.

The key to successful client retention and a strong relationship is communication. I can’t say this enough. Communicate with your customers. Appreciating your customers, prospect or otherwise, will resonate more successfully than templated responses from your competition. That is common knowledge. But, why is it so rare?

Without real communication your business will never be sustainable.

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