In this high-tech age, we are so interconnected with each other that we tend to forget how impersonal technology is. These days, there seems to be a higher value placed on virtual things than on real interaction. We wish our friends and family a happy birthday on Facebook, and––for the most part––it’s accepted. The emphasis is on quantity, not quality, in that regard. But your grandmother still remembers your birthday, right? And she doesn’t even have Facebook! (Well, at least the majority of grandmothers don’t … yet.)

Where has this personal touch gone? It’s actually still alive and well in many successful organizations today. Go buy a pair of shoes at Cole Haan––you’ll receive a handwritten thank-you in the mail in a day or two. I bet you’ll go back for your next pair of shoes! Do business with Sprint on a Thursday, and you’re likely to get the same polite follow-up.

The point is that companies are stepping back to the tried and true methods of customer satisfaction. Thanking customers for their business instead of giving them attitude for the Friday afternoon rush job has been lost in the clutter of email and voicemail. I suggest we all take a moment to thank our customers. Write out a few thank-you cards and see what the results are.

When was the last time you thanked your customers for their business?

Author: John Mehl


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