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Customer Appreciation checklist


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Customer Appreciation checklist This Customer Appreciation checklist will be helpful to any business manager who would like to study some ideas on how his company can express gratefulness to its clients who add real value and sense in everything that business does. It is very important to appreciate your clients as they contribute their investments, vision and ideas into making your business attitudes and conceptions better, and as a result they help you to refine your way of getting revenues. This checklist gives you an overview on awards, and also on how to organize campaign.  

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Awards (both tangible and intangible):

  • Regular courtesy and attentiveness in communications with all prospects and current clients;
  • Good appearance of your business premises and personnel;
  • Discounts (personal or typical customer certificates, coupons, volume discounts, etc);
  • Special offers dedicated to public, customer’s personal or company’s events;
  • Valuable presents;
  • Symbolic presents (souvenirs);
  • Regular greetings connected to public and customers’ personal events; 
  • Providing loyal customers with exclusive rights, privileges and opportunities;
  • Giving membership in a special club;
  • Parties and performances;
  • Thank-you notes and calls;
  • Good sales follow-up attitudes;
  • Minimizing formal procedures;
  • Games: original quizzes, lotteries and competitions with appropriate prizes;



  • Determine who your regular and loyal clients are. Rate current customers to group them into several categories (according to their current value to your company).
  • Create the statement (mission and idea of your project) to expound why your customers are “the number ones” in your business, and what objectives you pursue.
  • Define what business or social achievements and traits can be considered as the customer’s merits deserving an appreciation from your company.
  • Create the recommendations and communicate them to all your staff members.
  • Consider that you need to appreciate customers in a different manner – for example, prospective clients should be appreciated in a stimulating manner, while loyal highly-profitable clients can be appreciated with some valuable gifts, or “silent clients” can be appreciated with providing them with new attractive opportunities.
  • Form up the expert workgroups to generate, screen and elaborate some ideas that meet your business and company’s specificity.
  • Create the concept and policy of your corporate program – what are the criteria for clients to be engaged into such a program, what appreciation methods will work for your specificity and style of working.
  • Determine the budget you are going to invest into your campaign, as well as plan outcomes you suppose to get from it.
  • Invent the system of increasing discounts (or/plus other ways of appreciation) for those customers who buy your products and services regularly or intensively.
  • Determine what gifts are due to each particular category of customers.
  • Determine procedures to present these gifts. Acquire (or create) and store up all the required valuable gifts and souvenirs.
  • Create and store up good-looking certificates providing them with some benefits and opportunities for free (ensure some steps against falsifications), and coupons providing them with discounts (there can be several levels of discounts).
  • Compose original letters and cards to communicate your ideas and messages to customers.
  • Invite your loyal customers to some party or concert. You may formalize such arrangements on your business schedule as regular “customer appreciation days” when your company’s loyal community members can come together and celebrate quality of your services and products. Such parties can be very useful as an extra-opportunity to take a closer look at your customers.
  • Arranging just temporal weeks from time to time is not a solution, as far as customer appreciation in your company needs to be organized on a regular basis, becoming a normal part of your daily practice.
  • If you have no regular system yet, then you can arrange a customer appreciation month when you can practice and examine these approaches to understand what can be streamlined to reach a better effect. 
  • Think how the procedures related to acquiring your services and products can be minimized for loyal customers (for example you can organize priority services and extraordinary support for them).

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