Make a Difference on a Special Day

Some CRM applications have fields for client birthdays, anniversaries, spouse and children’s birthday, etc. These have more of a purpose than to have a little line in the training manual that says “Leave them blank.” They can be used to make a customer experience more personable and make customers feel special.

Birthdays
Depending on what products and services you offer, you should send birthday cards to your clients, and maybe their family. If you are a retail store that serves the entire family, send cards to everyone as you learn their birthdays. If you are a consulting firm, a client birthday card is probably appropriate.

What you actually include in the birthday card is important. Here is a sample text:

“Dear name,

We at Company XYZ are sending this card to wish you a very Happy Birthday! – nice greeting card text –. Should you need anything from us to make your birthday more enjoyable or convenient, feel free to give us a call.

Again, have a very Happy Birthday!

Best regards,

Sales Representative
Company XYZ”

Nice greeting card text is something like “We hope you have many more happy years.” or something like that. Some companies like to include a gift certificate for future products/services while others do not. The card should be handwritten, but that isn’t required. The name and address on the front of card should probably be handwritten and should be addressed to whoever is having a birthday (not whoever is the client).

Anniversary
Anniversaries are another great time to send a nice card and make a little difference. Again, what you send depends on your company and what you do, but an anniversary card is usually a nice thing to send.

You can include text like:

“Dear Mr. and Mrs. Name,

We at Company XYZ are sending this card to wish you a very Happy Anniversary! – nice greeting card text – Should you need anything from us to make your anniversary more enjoyable or convenient, feel free to give us a call.

Again, have a very Happy Anniversary.

Best regards,

Sales Representative
Company XYZ”

Again, try to handwrite them, include a nice greeting card-ish line or two, etc. Address the card and the even lope to the couple. See a pattern? Yes, there is one. It doesn’t take that long to write these cards out and when you do, it can make a difference.

Keep records up to date.
You should be careful about keeping your records up to date. When a client comes in ask, “How is your wife?” and if the client says “We’re getting a divorce.” – don’t forget to update your records to indicate that. If someone mentions someone’s birthday is next week (and you don’t already know that), add that to the records and send a card.

You can also send condolence cards if you hear about a death, get well cards if you hear about someone this is ill, etc. These also take the personalization a step further and let people know that you care. It is probably not tasteful to include a sales pitch of any sort in such a card, but you can offer to help. “If there is anything we can do to help you in this tough time, please do not hesitate to let us know.” is a good line.

A big part of Little Things, Big Differences is simply paying attention and thinking about how you can make a positive difference in both the customer service and overall customer experience by paying attention to the little things.

One Response to “Make a Difference on a Special Day”

  1. Service Untitled » What do you know about your customers? said:

    Oct 27, 06 at 12:15 pm

    […] Knowing things like this collectively makes a big difference through little things. Sending a card on a special day (discussed here) can really make a customer happy and let them know that you are thinking about them. Calling them by the right name never hurts and knowing about what interests the customer is a great way to start conversation. […]