So, what to do with that letter complimenting that good customer service?
Who doesn’t like to receive a compliment? You’ll be hard pressed to find a person in the world that truly doesn’t like to receive a compliment.
How many people actually take the time to send a compliment letter or email?
The answer to this question is at the other end of the spectrum. Customers are less likely to send a complimentary letter than they are to send a complaint letter. This holds true to the fact that a customer having a negative experience will go out of their way to tell hundreds of people either in person or through social media rather than take the time and energy to tell people about an experience in which they received good customer service.
The first thing you must do…
Immediately acknowledge the letter to the sender. When a customer of yours takes the time to compose and craft a letter to compliment your business or someone within that business, you must reciprocate in kind.
In doing so, you are connecting, engaging, and valuing that customer. Many customers figure that there is some sort of “Business Black Hole” that handles all issues and are hopeful that the information or compliment is reaching the right hands.
In reaching out to the customer, you show you value their business, that you want to take the time to connect on a personal level, and strengthening a long term customer relationship.
My suggested wording for a complimentary letter is this…
Dear John/Mary,
Thank you very much for the letter you sent complimenting ABC Business/Jane Doe’s service and/or efforts. I know you are very busy and appreciate you letting us know that we/she is doing a great job for you.
I will certainly pass along your kind words. We are delighted when we know we have made a difference to those we serve each and every day. You are the type of customer we look forward to helping every day and make our jobs enjoyable.
Kindest regards,
Joe Smith
These responses mean a lot to your customer and let them know that the letter was received and that you value the feedback they passed along. They’ll be much more likely to reward your engagement with continued business.
The second thing to do…
Once you have thanked the customer for their kind words, share the feedback. Gather the person or department who inspired the letter in the first place. It is one thing from our teams to receive praise from leadership, but it takes it to a much deeper level when our teams receive praises from the people they are actually serving.
As your external customer felt valued when you responded to them, your teams feel that same value when you pass the praise along and thank them for treating customers so well.
Two indicators of job satisfaction are a sense of being valued and a sense of accomplishment in their responsibilities. Your engagement in this manner fulfills both of these needs. Teams appreciate direct involvement with leadership, especially in a positive manner.