Thank B2C & B2B Customers for Loyalty

Consider saying 'thank you' to B2C and B2B customers as a worthwhile business investment. Whether or not you realize, a thank you message contributes  to customer loyalty & retention because, when done very well, good customer communication provides a positive customer experience (CX). Consider one of my experiences. Some time ago, I needed to place an order but did not want to proceed until my supplier had a second (less important) item in stock that I can add to the order, in part to justify the shipping costs. For a few weeks, the sales person apologized repeatedly for not having yet received the second item as promised. The situation became awkward. When I could no longer wait until the continually delayed second item was stocked, I ordered the single item anyway and just grit my teeth over the shipping costs. When I opened the package, I was delighted! Although my single-item order had been for a half - kg bag, a 2 - kg tub was shipped along with a bright blue bow. The gesture was the sincerest way to tell me 'thank you for your patience and choosing us' ... not in words but in action. Perhaps the surprise came in part too because I these were hardware products, not even your touchy feely, 'wrap it in tissue paper' type of products where that type of gesture is more common. Ultimately, the feeling of having my expectations exceeded ... and that silly, imperfectly tied bow have left an indelible mark on my mind. I felt endeared to this company and staff. 

Since all 'thank you's are not delivered equally, consider the following DO's and DON'T's to make your 'thank you' count. 

DO'S

• Start with a personal salutation along with your customer's name. Avoid just saying 'Hi' before launching into the message because that approach seems like a template note. It also sounds more personal to use the salutation rather than only the customer's name. Examples: "Hi Pete", "Dear Pete", "Hello Don Pete" sound more personal than just 'Hello' or 'Dear customer'.
• Pursue the perfection in imperfection. Handwrite the note. Your imperfect handwriting is perfect, much like the un-fancy, imperfectly tied blue bow was in my case. If you use electronic media, do not use a Tina Turner GIF meme saying 'You're Simply the Best!'. Allow your imperfect and scratchy voice to say, sing or, God-forbid, dance to it.
• Use simple, non-branded material. Some businesses have a basic notepad that only has printed something like "thank you for choosing us". However, the salesperson can then include a handwritten note that is personal. Design and set aside stationary for this purpose as it is a worthwhile investment.
• Make the message feel personal in part by referring to your interaction, particular product selection. Whenever possible, be specific. Use calls to actions (CTAs) when appropriate or possible to encourage ongoing engagement.
• Hi Penny, Thanks for choosing Product X. Please tell me how you find it. Take care, your personal representative [CTA], Paola.
• It was a pleasure working with you today.
• Thanks for being such a loyal customer.
• As I mentioned in our meeting, call me if you need any further help understanding how to use the product.
• Thanks again for your support. I am keen to hear how you find product X [Implied CTA].
• I really hope you enjoy product X as it is one of our best sellers and, since I have the same [pain point] as you, my personal favorite. But please tell me how you find it [CTA].
• Your profile caught my attention because of our common problem with [pain point (like oily skin)]. This product worked very well for me personally. I also wanted to slip a sample of another product that also worked when I experience [related pain point (like the odd pimple). No obligation! Tell me if you like it or would rather try other samples[CTA]].
• As my case shows, use saying 'thank you' to turn around an otherwise bad customer service situation. This is a great way of handing customer complaints, even when customers have not voiced them (as in my case above).
• When possible, let your actions speak louder ..... In my case above, I never logged a complaint over their customer service fail. We never discussed what had gone wrong. However, we both knew what went wrong. An outsider looking on at the end would have just assumed that I was lucky to have just out of the blue gotten free product because I had not even received a note. In fact, all of these circumstances feel all the more sincere to me than words ever could have. 
• Keep 'thank you' notes short, preferably under 50 words.
• Say 'thanks' for things that convey relationship building (over transactions) like 'your support', 'choosing us'. OR say 'I really appreciate ...your support'.
• Include the note in the customer's package
• Even B2B thankyou notes should be personalized. Examples:
• Dear Jose, 

Our discussion today have left me feeling more confident about our partnership in the X program. Thank you for highlighting how your team can work with us to improve __. We look forward to working with you in the foreseeable future.

Thanks, Rebecca.

• Hi Jake, Thanks for buying from us. My industry is quite saturated with other manufacturers of the product same type (X). I am therefore thrilled by your decision to buy from us. Thank you for your support. We look forward to working with you. 

• Dear Hazel, 

I just noticed that you recently stocked up on the new product X. Thanks for that. Please tell me how your customers like it.

I wish to show my appreciation by offering you this "preferred customer" code 'Hazel10'. You can use it to get a 10% discount off of your next order (of any product). 

Thanks once again. Looking forward to getting your feedback.

Rebecca.

• End the message in a personal way. Examples:
• Take care, Jane
• Sincerely, Jane
• Saludos, Juanita

DON'TS

• You may have gathered the common message running through the various points is to personalize your message as far as possibble. Consequently, this point serves to reinforce that point. Specifically, avoid sounding transactional wih wording like 'thanks for' the 'business', 'patronage', 'order' and so on. These word choices are too impersonal and sound like you see the customer only as a number and are happy only to get their money.
• Similarly, avoid a sales pitch. Remember, your aim is to simply say 'thank you', knowing that sales will come as a consequence.

CONTENT RELATED TO SAYING THANKS TO CUSTOMERS

• Learn more about loyalty / retention marketing.
• Managing customer complaints.