Every once in a while, you walk into your favourite bank and see someone handing out free drinks and cake. “It’s Customer Appreciation Day!” you’re told. You’re directed to the appropriate desk. The teller actually smiles with you today. You do your business and leave feeling special.
But what if Customer Appreciation Day lasted for more than one business day? What if your bank, supermarket, or any other place you did business, actually adopted the concept of ‘customer appreciation’ as their normal way of doing business?
In reality, the practice of this one-day wonder has more to do with revenue creation than actual “appreciation” of the customer. It brings more customers in, some stay a bit longer and learn about additional products. And we know that when customers have positive experiences they tend to share it with friends and family, potentially turning them into new customers.
Deep down, we know there’s little appreciation behind customer appreciation day. Yet, we fall for it every time – grabbing up the free pens, signing up for products and services we don’t need. But there are ways we can make customer appreciation days work for us. Middle and upper managers are often present and are more accessible on these occasions, presenting the perfect opportunity to air your concerns and give suggestions for improvements in the area of customer service.
Take a moment to step outside the euphoria of the day’s niceties, and seek out the decision makers to let them know how you would like to be treated year-round. The thing with good customer service is you, the customer, have to be consistent in demanding that level of service, just as the company has to be consistent in delivering it.
Is one day enough to keep your business? You decide.