Brands should be showing customers how much they’re appreciated every day, but National Customer Appreciation Day offers a unique opportunity to take your efforts to the next level.
Customer Appreciation Day is celebrated every year on April 18. While the date is fast approaching, it’s not too late to prepare a plan you can execute quickly, or elevate your existing plan to strengthen customers’ relationships with the brand and make them feel valued.
Let’s explore our experts’ top ideas to show appreciation on Customer Appreciation Day itself, as well as throughout the year. Know that it’s OK (in fact, it’s even encouraged) to apply each of these ideas to different segments of customers, effectively turning them into targeted strategies.
10 Customer Appreciation Day ideas to boost customer retention and loyalty
1. Send handwritten thank-you notes to customers
Break through “digital fatigue” with a tangible token of appreciation. Few brands move beyond digital touchpoints which can get lost among other emails and push notifications on customers’ cell phones. While handwritten notes take longer to create and send, the extra time reflects how much you appreciate the personal connection between the customer and the brand, and it’s something customers will notice. Prioritize this initiative in March and early April so you have time to recognize the maximum amount of customers.
2. Give out special offers redeemable only during the week of Customer Appreciation Day
These could be discount codes or even free gifts with purchases. Enhance this strategy by implementing tiered awards where the most valuable awards are reserved for top customers. Because top-tier status feels exclusive, it builds on the emotional connection these customers have with your brand.
3. Request customer feedback on the brand
Ask customers what’s working, what’s not and why the brand matters to them. Not only does this build trust with customers, but listening and acting upon feedback shows you care and value customers’ opinion. Make sure customers can see your response to the feedback so they don’t feel like you asked for their opinion but didn’t follow through.
4. Provide exceptional customer service on the day itself
Excellent customer service is essential for building customer loyalty, day in and day out. But Customer Appreciation Day needs to elevate that customer service even further to make customers feel recognized. For example, use first- and zero-party data to offer personalized product recommendations customers will truly value.
5. Tie special Customer Appreciation Day promotions into your existing customer loyalty program
This helps to reward your existing customers while nudging new customers to join the program. Customer loyalty programs are one of the best ways to build brand advocates who are more six times more likely to visit, spend and increase their wallet share with your brand, so this nudge has lasting effects beyond the day itself.
6. Invite customers to exclusive events or unique experiences
Consider bringing in local artists and influencers, for example, to meet customers.
7. Incentivize customers to make referrals
Offer awards for new referral business generated during April and tie the promotion to the day. Similarly, provide awards for leaving reviews or testimonials on your website. You’ll gather positive word of mouth from influencers to use year-round, while showing customers you value them.
8. Send customers surprise-and-delight packages
Or send samples of new products to get them excited for any upcoming launches. Using surprise-and-delight initiatives at the right times in the customer journey—including milestones like Customer Appreciation Day—can result in breakthrough touchpoints that aid customer retention and loyalty.
Related: How surprising and delighting customers keeps them loyal to your brand
9. Show appreciation for your community as well as your customers through a give-back campaign
Survey customers on which charitable organizations they would like to support, then make a donation from the brand on their behalf.
10. Email customers a personalized video message thanking them for their business
Be sure to share new announcements and messaging to immerse them in the brand.
Why building strong customer relationships matters
Customers have more choices than ever. You need customers to not only choose your brand, but also to continue choosing your brand. Showing customers how much you appreciate their business is important for several reasons.
It builds brand loyalty and trust
Customers who feel valued are less likely to explore other brands and products because yours is a known, trusted entity.
Appreciation encourages repeat business
After you’ve established trust in your brand, customers will keep doing business with you because they trust your product and service record.
Recognition strengthens customer relationships
Every positive interaction throughout the customer journey improves their relationship with the brand, which is essential for any business.
Good relationships boost the likelihood customers will recommend your brand
Appreciating existing customers can lead to new customers through word of mouth.
Appreciation improves the overall customer experience, which has financial benefits as well. For example, Forrester reports customer-obsessed companies are more likely to have 33% higher profit growth and 43% better customer retention compared to non-customer-obsessed businesses.
Leverage a customer loyalty program to create brand advocates and increase sales
If you’re looking to employ a more lasting, robust customer appreciation strategy beyond Customer Appreciation Day efforts,utilize a customer loyalty program. Here are a few tips to maximize a program’s impact.
- Offer awards for repeat customers. Whether it's points for every purchase or discounts for frequent buyers, rewarding customers for their loyalty is a meaningful way to show your appreciation while also encouraging them to keep engaging with the brand.
- Make the program easy to use. A program that’s easy to understand encourages customers to join and start earning rewards quickly. Consider adding a welcome kit to create excitement, and promote use when customers sign up.
- Provide personalized rewards throughout the customer journey using first and zero-party data to identify individual needs and preferences. This will make customers feel appreciated and valued as a person, not just a customer.
- Communicate regularly. Keep customers engaged with the program by sharing progress and any new benefits they can earn. Customers are busy, so communication is key to keeping the program top of mind.
Related: Learn how a year-round communications plan can increase brand loyalty long term.
Say thanks today and every day to improve the customer experience
Taking the time to show your customers how much you value them creates strong business relationships that last for years. Authentic expressions of thanks go far in encouraging customers to connect emotionally with your brand, and that emotional connection has powerful benefits throughout the customer journey. Use this Customer Appreciation Day as a special opportunity to reach people in new ways, and watch how the extra push to improve the experience yields results.
Need help executing a customer appreciation idea in time for April 18? Chat with one of our experts and start building customer loyalty today! Not quite ready to execute? Learn how to build a loyalty program that works using data-backed insights.