A mentor of mine used to talk about the value of “the unencumbered thank-you” in maintaining customer relationships. Think about how often brands thank you for your business – or say happy birthday – by offering a discount, a gift-with-purchase, a freemium offer or some other contingent benefit. Or simply use the occasion to deliver a sales message.
Such practices belie the point they’re supposed to make: We value your loyalty.
We’ve always made the point that loyalty is a two-way street; brands should be loyal to you, if they want your continued patronage. And yet the sales pitch wrapped in a thank-you is so common, we’re genuinely surprised when a marketer offers sincere thanks, without trying to sell you something.
Surprise was my first reaction when I received a box from American Express last week.
Inside was a personalized note thanking me for my fifty years (fifty years!) of membership. It read in part, “Five decades of Membership is an exceptional milestone, and we consider it to be our great privilege to have served you for so many years…Our brand is defined by these long-lasting relationships…We remain as committed as ever to serving you…I hope we will continue to earn the distinctive honor of your loyalty.”
“As a token of our appreciation for your business,” a gift was enclosed – a beautiful Sferra Celine Throw, soft and luxurious, reminiscent of the kind of accessory travelers of the last century would have used onboard an ocean liner, or in an open motorcar. (Retail on Sferra’s website, $108.)
Not only is this gift a nice gesture; I know I will enjoy its comfort on chilly, wet Oregon days.
This was totally unexpected, and it was unaccompanied by a sales message or offer of any kind. It is truly that rare, “unencumbered” thank-you gift, and it has obviously made quite an impression on me.
As they often do, American Express is showing us how to treat customers with class, respect, and gratitude. It’s a lesson we can’t take too strongly. Your thoughts?