Much like writing thank-you notes for Christmas gifts, simple shows of gratitude can go a long way with your customers, improving customer retention, sales and satisfaction.

If you can make your customers feel appreciated, then they’re more likely to spend more, and come to you more, which means more business, more money, and the more the merrier!

However, it can be challenging to find the sweet spot between a friendly face and a professional image while making a personal connection, especially with larger clients and B2B businesses.

While a simple “thank you” can go a long way, sometimes you want to say – or do – a little more for those special clients.

For the clients that mean more than a handshake and a “thank you” to your business, why not consider these 10 creative and considerate ways to show your gratitude:

Send a Hand-Written (or Personalised) Note

In recent years, hand-writing and ‘snail-mail’ have been largely phased out for efficient emails, which are used daily by hundreds of businesses around the world. Emails are easy, quick and cheap: all things that a heartfelt “thank you” message shouldn’t be.

Now maybe it isn’t feasible to send a hand-written letter with every purchase, but you could easily slip a special note into larger orders or send out Christmas cards to special customers.

Make sure your thank you note is focussed and specific – ideally with details of your relationship – to make it feel really genuine.

Invite Them to an Industry Event

 The Christmas and New Year period is full of events, celebrations and general merriment, so why not invite some of your customers along? You don’t have to let them carve the family turkey, but offering them a place at industry events will allow you to network and get to know your clients better.

Alternatively, you could host your own event! You could create a VIP invitation-only event, show off new products and services or just treat them to a nice night out. With a few connections or party planning skills, you can make your customers feel valued and appreciated without breaking the bank.

Send a Personalised Gift

Sending gifts tailored to people’s hobbies or personal interests is a sure-fire way to make them feel appreciated, and your customers are no different. If you can think outside the box and get a gift that appeals to them in an emotional and personal way, then they may begin to consider you as more of a friend and less of a utility.

Here are a few ideas to get you thinking:

  • a Briefcase
  • a Gift Basket
  • a Custom Notebook
  • a Travel Coffee Mug

Make Them Laugh

As the old saying goes: “laughter is the best medicine”. It can help you bond with a customer, gloss over past mistakes and look forward to your next conversation. However, it’s important to pick your timing and topics carefully so that you’re laughing with your clients, not at them.

If you’re not sure that your client will appreciate a joke, rethink your approach and maybe tie it into a gift or kind gesture. For example, get them a branded notepad if they’re bad at taking notes. Even simple gestures like a tongue-in-cheek thank you note can make customers appreciate your interactions more.

Teach Them Something New

The more your customers know about your products and services, the more they will appreciate them, making them an asset to you. Help your customers to make the most of your products and services – through seminars, guides, blogs, etc. – and they will be grateful as well as more likely to use your product/services again.

Consider including guides with your products, hosting instructional videos on your site or giving seminars to big customers, and they will trust you and appreciate your products even more.

Inspire Them with a Great Book

One of the best ways to make someone feel valued is to share something deeply important to you, such as an inspiring book or personal story. Can you think of any influential books, any texts that have shaped the values, direction and vision of your company? Perhaps your customers would appreciate a copy?

By offering an insight into your company culture, you can provoke future discussions and deeper understanding of your customer’s values and philosophies. Make sure to write a personalised note explaining what it means to you and your company, and it can be a powerful gift for good clients.

Influence the Influencers

Make sure to thank all your customers and supporters, especially the ones that are active online, as word of mouth spreads far on social media. If you’re fortunate enough to have an active audience online, give them recognition and thanks through methods like special announcements, promotions and unique freebies every now and then.

The main thing is to maximise your social media followers, as active followers are eager and willing to leave feedback (both positive and negative), especially when encouraged. With regular interaction, like replying to comments/reviews and competitions, you should get a wealth of customer feedback to use.

Cultivate Long-Distance Relationships

Many companies have customers spread out all over the country (or even the world), but that shouldn’t stop them (or you) from making long-lasting long-distance business relationships. Sure, you can’t meet them for coffee or discussions regularly, but you can make it worthwhile when you do.

Stay in contact, offer to meet up when you’re in their neighbourhood and send the occasional message and/or gift to let them know you’re thinking of them. If you can make the extra effort with distant customers, then they will feel even more appreciated knowing that you’ve made the extra effort.

Upgrade Their Offer

Customers want to see that you’re working to improve your products and services, constantly striving for innovation. When working to deliver (or exceed) client expectations, the element of surprise is a fantastic way to pleasantly surprise your customers.

Consider thanking your customers with a free, spontaneous upgrade. It doesn’t have to be anything big or expensive, but an unexpected gift can exceed expectations and delight them. Either select clients at random or make a list of loyal customers prioritising the big spenders or those who give helpful feedback to improve your service offer. This can give you the bonus of market feedback and increased loyalty from repeat customers.

Refer Customers

While this suggestion only works for other businesses and B2B clients, what better way to thank your customers than with more business? Look for ways to bring your customers together, and you can (hopefully) satisfy both parties in one go.

Consider recommending your clients to other customers, either by word of mouth or through promotion on your site. Hopefully, the person you referred will be grateful for your help, and the company you referred them to will appreciate the business.

It’s a win-win!

Saying thank you, whether you do it face-to-face or with a thoughtful gift, is an excellent way to express your gratitude and communicate your business and/or product to the customer. Some of the methods suggested above can be implemented easily and cheaply, and the value of a grateful customer is priceless.

So, as the Christmas season fast approaches, remember these ways to keep your customers – and yourself – grateful for what you have.

Blog courtesy of