Surprise & Delight: Remind Customers You're Paying Attention

Sometimes we're so focused on creating new customer relationships that we can lose focus on current customers.

It's one reason why retailers spend billions annually on customer loyalty programs.

But there are also simple ways brands can remind customers that their business is valued. Some businesses celebrate the anniversary when the customer first started using the brand. American Express users proudly display "member since" on their cards. There are arguably many untapped opportunities in the stacks of data we accumulate about our current customers.

LinkedIn Lands 100 Million Users
When I received the above email, I was reminded of this concept. I'd already seen the news that LinkedIn passed the 100 million user milestone. But I was not expecting a personalized email from LinkedIn founder, Reid Hoffman, telling me I was user #138,721. You can see where you are in the count by going to your profile on LinkedIn -- it's part of that page's URL.

While LinkedIn is being highlighted because of it's size and it's growth, the site is making sure current users know they are part of this success. Did Reid send me that email? No. Is this email one of as many as 100 million? Yes. Did it still make an impact on me? Yes.

Are there unique, simple opportunities to surprise and delight your customers?


Cross-posted to my work blog.

Comments

[twitter.com/rebeccacaroe]

Thanks for the reminders.... but have you given Linked In permission to contact you for marketing purposes? I think this breaches CAN-Spam regulations.
Plus they kinda missed the boat and should have been giving us a lovely surprise GIFT not just a thank you message.
how about a month's free premium membership? What about a charming web page of special affiliate offers? I was disappointed and saddened rather than surprised and delighted.

[Michał Lewandowski]

perhaps gift could have strengthen the message...

companies have to communicate theirs aims and achievements - in the long run this can raise customers loyalty and identification with a brand. The message is most important here, not gifts.

[Hillary Berry]

Keeping a good customer-brand relations is a huge part of what keeps a company going, but creating new consumer relationships is also very important. Brands target consumers between the ages 18-34 to try and create a new, lasting relationships.

[Megangetter.wordpress.com]

I think rewarding customers for brand loyalty is always great. I think if more companies did it, customers would be happier. Recently one of my favorite companies (Chick-fil-a) has taken on rewarding more. They don't have a points program like Panera or anything. Instead they give loyal customers a chance to RVSP trying new products early. I think they're program is effective because it encourages brand loyalty and creates excitement.

[anada goose]

Mizuno Corporation is a Japanese sports equipment manufacturer, which was established in 1906. Nowadays, Mizuno
develops so fast that it gets large numbers of loyal consumers, especially those sports lovers. For example, the players who love tennis, football, baseball, skiing, hiking and cycling can get satisfaction from Mizuno products. The company also has expanded its operation centres opening new factories in Germany, France, China PR, Scotland and Hong Kong. What's more, Mizuno products are selling very well in the overseas market. If necessary, please seek for much more related information. (xu)