Random Customer Affirmation

A week ago, I was the “Guest of the Day” at the Hilton Garden Inn in Scottsdale, Ariz. A really nice sign on the check-in counter said so. The desk clerk shook my hand, enthusiastically congratulated me, thanked me for my customer loyalty, and gave me special bag of goodies complete with two bottled waters. Inside the bag tied with a pretty ribbon was a personalized, hand written note from the hotel staff.

What was the occasion? The note revealed the impetus of my being the one to get affirmed. It was my 276th stay with a Hilton Garden Inn. The number gave away the fact that this particular affirmation was random. Not the 200th or the 2000th—my 276th stay. It made me feel pleased, not programmed. Someone randomly selected me as a loyal guest of the day and telegraphed their recognition in a very tailored manner.

We live in an era of mechanized service. My florist reminds me to send flowers to my mother and, with a click, turns my intention into action. The online greeting card company suggests I send a birthday greeting again this year to my brother.

We hear stories of a company’s red-carpet celebration of their 1,000,000th customer. These are automated “thank-yous.” They come in a time of super busyness coupled with the technology to remember, schedule, and execute gestures on our behalf. Companies have CRMized their systems to enable them to “customerize” their dealings.

But as customers, we are not nearly as authentically affirmed as we are through those moments when we receive random affirmation that is truly personalized, not cleverly mechanized.

Randomly affirm those you serve just because you are grateful for their patronage. And, monogram your affirmation!

One Response

  1. In recent years, companies have been spending their budget increasingly to measure customers’ loyalty and improve their satisfaction with the services received. According to the research by Gartner, half of all inward investment projects in 2017 focuses on customer experience. And this is not accidental.

    The problem of quality customer service is complex. The market demands from companies to improve the service not to lose their target customers. It is proved that the increase in the share of loyal customers by only 5% increases a company’s profit by 50% or even more. Аccording to the estimations made by Bain&Company, attraction of a new customer is 4-10 times more expensive than retention of the regular one. A few practices of large corporations below confirm these facts.

    The Apple retail stores managers get in touch with customers who put the lowest marks for service, within 24 hours after the NPS survey. The estimation of these customers’ expenditure on Apple products showed that on average each of them spent more than $1,000 over the following year, which is significantly more than dissatisfied customers not having been contacted spent. As a result, this strategy has provided the company with additional income of $25 million in the first year.


Add Your Response


Never miss a post! Sign up to have future posts delivered to your inbox:


Dr. Chip R. Bell is a world-renowned authority on customer loyalty and innovative service. Global Gurus ranked him in 2018 the #2 keynote speaker in the world on customer service; #1 in North America. He also is the author of numerous national and international best-selling books including Take Their Breath Away, Managing Knock Your Socks off Service, Magnetic Service, The 9½ Principles of Innovative Service and Customers as Partners. His books have been translated into over a dozen languages.

His newest customer service book is the award-winning, best-selling book Kaleidoscope: Delivering Innovative Service That Sparkles.

Dr. Bell has appeared live on CNBC, Bloomberg TV, CNN, Fox Business, ABC, CBS, NPR Marketplace and his work has been featured in Fortune, Wall Street Journal, Financial Times, Forbes, Businessweek, Entrepreneur, Inc. Magazine, and Fast Company.


More on Chip