All Articles Leadership It doesn't matter how, but you always need to thank your customers

It doesn’t matter how, but you always need to thank your customers

2 min read


SmartPulse — our weekly nonscientific reader poll in SmartBrief on Small Business — tracks feedback from small-business owners. We run the poll question each Thursday in our e-newsletter.

Last week, we asked: Does your business have a rewards program for its loyal customers?

  • No — 76.32%
  • Yes — 23.68%

It really doesn’t surprise me that most businesses don’t have a formal rewards program in place. I have a tendency to think of them as something only large B2C companies do.  That being said, it’s still important to recognize your best customers and thank them for their business.

There are many ways to do it: a gift, a charitable donation in their name or a personalized thank you letter. Whatever you decide, do it right. For example, if you send a gift, put some thought into the proper item (i.e., don’t give champagne to someone who doesn’t drink). I always appreciate when people take the time to give me something heartfelt – even if it’s a simple “thank you.”

Anytime is a good time to thank your customers for their business. And there’s no such thing as thanking someone too much.

Sharlyn Lauby is the HR Bartender and president of ITM Group.