Last Thursday at noon my roommate had cataract surgery. In Saturday morning’s mail, she received a card from the hospital. The envelope was hand-addressed. The outside of the card read, “Well Wishes.” On the inside, the message read, “from our (hospital) family. Thank you for choosing (hospital). Serving you has been our pleasure.”
All of that was a very nice gesture, but the last part about the card was what set it apart and delivered its impact. Each staff member who had had contact with her for her surgery had personally signed the card. They did more than write their signatures. They also included a couple of words of encouragement such as “Heal Well” and “Best Wishes.” All also signed their positions so that my roommate knew where she had met that person. From the person who checked her in to pre-op nurses to the OR staff to the recovery RN, all of them personally signed the card.
“This is really nice,” she responded after looking at the card. “I feel they all really care. They made me feel that way the day of my surgery, and this card brings back that feeling.”
I was impressed.
A while back many business got into the send-a-birthday-card mode. Unlike a hospital, the businesses did not have a good reason to send a card. It was being sent as a marketing ploy, and customers knew it. Instead of being personally signed with a note, these cards had the name of the business stamped inside, and that made the card less authentic to the customer.
However, sending a card that was personally signed by the staff members who interacted with a particular patient made the desired impression. It set the hospital apart. Sending the card so that it arrived within forty-eight hours of the surgery increased the card’s impact. It projected a caring attitude and a concern for the patient. That’s a little thing that makes a big difference.
Little things build relationship with your customers. They prompt repeat business and referrals. They cultivate profitable transactions.
How are you using little things to build customer relationships?
This week's marketing trivia challenge is What little things have you received from businesses? E-mail me your answer.
All of that was a very nice gesture, but the last part about the card was what set it apart and delivered its impact. Each staff member who had had contact with her for her surgery had personally signed the card. They did more than write their signatures. They also included a couple of words of encouragement such as “Heal Well” and “Best Wishes.” All also signed their positions so that my roommate knew where she had met that person. From the person who checked her in to pre-op nurses to the OR staff to the recovery RN, all of them personally signed the card.
“This is really nice,” she responded after looking at the card. “I feel they all really care. They made me feel that way the day of my surgery, and this card brings back that feeling.”
I was impressed.
A while back many business got into the send-a-birthday-card mode. Unlike a hospital, the businesses did not have a good reason to send a card. It was being sent as a marketing ploy, and customers knew it. Instead of being personally signed with a note, these cards had the name of the business stamped inside, and that made the card less authentic to the customer.
However, sending a card that was personally signed by the staff members who interacted with a particular patient made the desired impression. It set the hospital apart. Sending the card so that it arrived within forty-eight hours of the surgery increased the card’s impact. It projected a caring attitude and a concern for the patient. That’s a little thing that makes a big difference.
Little things build relationship with your customers. They prompt repeat business and referrals. They cultivate profitable transactions.
How are you using little things to build customer relationships?
This week's marketing trivia challenge is What little things have you received from businesses? E-mail me your answer.
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