Little Things

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.

The Element of Surprise

In a season of high expectation to receive a gift, giving an unexpected one is highly appreciated.  I saw an excellent example of this today when I walked into the Golden Leaf Café.  The owner was thanking a group as they left the meeting room and handing each of them a small beautifully wrapped packet of mint chocolate beads.  “Thank you for your business this year,” she said.  “We look forward to serving you next year, too.”

Each packet was tied with a note that stated:  “We thank you!  Please accept our gratitude for allowing us to serve you in 2014.  We wish you and your family a happy, prosperous New Year and look forward to seeing you throughout 2015 and coming years.  Golden Leaf Café.”

The ladies thanked the owner profusely on their way out the door.  After they left, the owner saw me entering and offered me a packet, too.  “You support our business.  Please take one.”

“Thank you,” I replied as I accepted a packet.  On my way to my table, I read the accompanying note. 

Nice job, I thought.  Before I left, I thanked her for giving me this week’s Insight. 

Her marketing effort worked in three ways.  First, the packet was a sweet thank you.  Customers love being thanked and recognized for their patronage.  Thanking customers makes an impression that they will remember.  You can’t do too much thanking of customers.

Second, the packet served as a sample of chocolates she sold at the store.  Thus, she gave customers an opportunity to taste them.  Hopefully, they liked the mint chocolate beads and will buy them in the future.

Most importantly, she surprised her customers.  While customers love being thanked and enjoy samples, they are thrilled by the unexpected.  Receiving something unexpected is special.  She increased the value of the thank you by surprising customers with it.  She added to their memorability of her restaurant.  She heightened the likelihood that they will spread good comments to their friends and neighbors about her place.

When was the last time you surprised your customers?  What can you offer as a surprise?  How can you give them the surprise?

This week's marketing trivia challenge is What surprise have you given your customers or received as a customer?  E-mail me your answer.