TD Bank Takes a Page from WestJet — Combining a personalized Thank You with great PR
Watch and you can’t help but feel moved.
This video shows the power of a personalized thank you. How are you thanking your customers — particularly your long-time, most profitable customers?
How do you show your customers that they are valuable to you?
It seems like such an easy question to answer, doesn’t it? So why aren’t more people doing it?
In his book, The Thank You Economy, Gary Vaynerchuk talks about the Joie de Vivre hotels in California. As part of their Dream Maker program, the hotels ask each guest to provide a significant amount of personal information upon registration so that they can find ways to give their guests a memorable experience.
This program challenges the employees to come up with ways to provide exceptional guest service.
Gary tells a story about a reservations manager, Jennifer Kemper, at the Hotel Durant in Berkeley, which incidentally is the number three hotel in Berkeley according to TripAdvisor. One of the hotel guests needed multiple, long-term stays because her son, a 20 year old Berkeley student, was undergoing chemotherapy treatment while trying to continue with his studies.
The guest needed to visit often to help her son during his sessions but some of the dates that she needed were not available.
Jennifer told her guest that she would be taken care of but she did not stop there.
Jennifer thought of the guest’s plight and determined that she would be a great candidate for the Dream Maker program. A few days later, Jennifer went and bought a card, sunflowers, chamomile tea and a dragonfly mug with a built-in strainer. The card said “For a loving mother who deserves to relax. Your family is in our thoughts and prayers.”
Naturally, this touched the heart of the guest, who continued to stay at that property until her son graduated. This example of a fantastic customer experience also shows how a simple touch can have a viral effect. Imagine how many people heard about this story from the guest and her son.
That caring, attentive service, which is one of the guerrilla marketing principles, provided exposure to this hotel they could never afford through traditional marketing. Talk about a win-win situation.
The appreciation you show can take many forms – from saying “thank you” to following up after the sale, to responding quickly to requests or questions to finding a special gift for them for a special occasion.
How can you / do you thank your customers in a meaningful, personalized way to make them feel special and appreciated?
Share your thoughts below in the comments …