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At least once every year, you probably find yourself sitting at your desk, leaning back in your chair, and pondering, “What might be a new, legitimate reason for us to reach our customers?”
How about saying thank you?
It’s a crazy thought, I know. But how many companies miss the chance to reach their customers one more time and acknowledge their loyalty?
Denny Hatch covered this idea in his "Famous Last Words" column in the May issue of Target Marketing. ( http://www.targetmarketingmag.com/story/story.bsp?sid=95885&var=story)
In his article, Hatch related a frustration from a 25-year American Express Cardmember, who noted that “Member since ‘82” is displayed right on the front of his card. Yet regardless of the fact that AmEx obviously has the data, not once did the company recognize this customer’s 25 years of loyalty.
Might you be passing on the same chance to positively enhance the relationship with your own customers? Like AmEx, chances are you already have in your database the information you need to get started.
If you’re looking for a structured approach to weeding through your data, an RFM (Recency Frequency Monetary) analysis would be a good start. (Watch for Smart Blast next week for more explanation.)
“Thank you” is one of the first phrases we’re taught in order to be polite members of society – but how often do we forget to use it?
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