Showing gratitude to customers should always begin with service.  Creating an environment where customer service is key must start at the top and be instilled in every employee in the company, regardless of whether or not they interact with clients.

To truly show appreciation for your customers though, your plan must go beyond superior customer service.  Building a strategy around thanking customers is critical in developing a successful marketing plan.  Based on your budget, your ideas could range from a simple thank you note to a formal appreciation event.  Read on for some creative ways to take your customer thank you program to the next level.

Thank You Notes - When was the last time you received a handwritten thank you note?  Imagine receiving one from a company you do business with.  Taking the time to handwrite a note really shows that you care.  And, while you are sending something out, throw in logoed post it notes, or a letter opener to give a little exposure to your brand and a token of appreciation to your client.

Value Added Mailings -Snail mail has definitely taken a back seat to electronic mail in the last 10 years.  But with most Americans receiving over 100 emails a day, to truly differentiate yourself, a tangible and useful mailing will set you apart.  Consider what is most important to your customers.  Try sending a newsletter providing useful tips, a catalog with specialized deals, or a whitepaper mailed to your best customers on a set schedule.  Include a mailable appreciation gift, such as a journal, calendar magnet or business card holder.  This will show your customers that you not only appreciate their business, but are a valuable partner to them as well.

A New Take on Customer Lunches - Companies have been entertaining clients by taking them to lunch or dinner for many years.  Get more bang for your buck by bringing lunch in to your customer.  You can invite a department or an entire organization to the lunch.  Order in from a local restaurant, and bring a takeaway gift for all attendees.  A lunch cooler, umbrella or coffee mug would be a great universal gift for any customer, and a great way to say thanks.

Appreciation Event - If you want to pull out all the stops, throw an appreciation event for top customers.  The event can range from an open house at your office to a sporting event to a formal event at a local country club.  Make sure your invites and favors reflect the theme of your event.  For an office open house, make it a happy hour with cocktails and appetizers and give a home-related gift such as a wine opener or cheese set that reflects the theme 'from our home to yours'.  For a sporting event give customers a seat cushion, camp chair or blanket, depending on the event.  And for your formal gathering, hand out photo frames or an executive pen set to all attendees.

• It costs less to retain a customer than attract a new one.
• Satisfied customers provide you with word-of-mouth advertising.
• Repeat customers make larger purchases and buy a wider range of products than first-time customers.