In my consulting, I often seek insight from consumers into the emotions that the ideal product or service would engender. I hear things like wanting to feel confident, feel secure, and feel in control. And, especially in service contexts, consumers say that they want to feel appreciated.
So what exactly should a company do to make a customer feel appreciated? Is a simple “thank you” good enough? What about offering a “thank you” along with a financial acknowledgement such as a discount on future services? If you were presented with this choice as a consumer, which would you say would make you feel more appreciated?
If you are like most people, research indicates that you think that receiving a “thank you” along with a financial acknowledgement would make you feel more appreciated. In fact, this is probably why, in 2012, Microsoft sent loyal Xbox customers a birthday e-card with a gift of 20 Microsoft points (worth $.25) to express its appreciation.
Login to view this page. You may create a free account from the login page after clicking "login".
Lance A. Bettencourt is Associate Professor of Professional Practice in Marketing at the Neeley School of Business at Texas Christian University, and author of Service Innovation: How to Go from Customer Needs to Breakthrough Services.