Gift Basket Business Blog

Say “Thanks” to Your Best Gift Basket Customers

December 16th, 2008 at 12:23pm Lorie Obernauer

In the October issue of Gourmet Retailer Magazine, Maggie Bayless wrote an article about how customer satisfaction is measured when they shop at Zingermans (a retail, gourmet food store). Read the full story to learn how their system works.

Basically, the system includes a survey technique which asks customers “how likely is it that you would recommend our company to friends or colleagues?”. The premise is that the “promoters”, those customers who would highly recommend that business to others, are a great source of information about what is being done well and what could be done to make the shopping experience even better. According to the author, we can be asking these customers lots of questions about how we can improve our businesses.

This led me to think that oftentimes, especially when we are very busy, or very concerned about problems with our businesses, we forget to acknowledge this very important part of our customer base. These are the customers to whom we need to pay attention!

During this holiday season, no matter how busy (or stressed) you may be, take a moment to contact your “promoters” and thank them for their continued business and support. This might be done in the form of a phone call, an email, or a holiday greeting card.  You might also include a “thank you coupon”, offering a special promotion to be used after the holiday season.

Encourage your staff to make an extra effort this holiday to thank your “promoters”. These regular customers love to be treated like family, but also will appreciate your special recognition. And they will continue to be your best “promoters”!

Entry Filed under: Business Tips, Gourmet Gift Foods