Business Is Good……Don’t Worry About Neglected Customer Communications

By Sid Chadwick, Chadwick Consulting, Inc.

“If I have seen further than others, it is by standing on the shoulders of giants….” ……….…Sir Isaac Newton

INTRODUCTION:

As an anecdotal observation, not one company in 100 issues a letter of appreciation…. at the end of the year --- to all customers who paid their bills on time, or nearly so, saying, in effect:

“We seize this opportunity to say “thank you” --- for how you paid your bills to us this year….for assisting our ability to conduct our business in an orderly manner, and providing us a sense of dignity to fulfill our obligations to our employees, suppliers….and customers..”

SUMMARY:

How many letters….with that message…..has your organization ever received from a supplier?

Would you remember receiving such a “note of appreciation”…..? (We’re not talking email.)

Would you show that letter….. to others in your organization? (I’ve seen such a letter --- framed --- on the Director of Purchasing’s office wall….once….!)

Where would that supplier be in your priorities to…. pay invoices due….?

Who do we remember, and what do we remember….? Would you want such a practice to be part of your market differentiation….?

“When the great scorer comes to write against your name, he marks not that you won or lost, but how you played the game.”………..Grantland Rice

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