Brands – how you say ‘thank you’ matters
TD Bank’s research revealed that an in-person display of gratitude far outweighs an email, text, or even a phone call. Eighty-four percent of those surveyed said they still prefer an in-person ‘thank you’, especially when it’s accompanied by a gift. More than two-thirds (68%) said that being thanked made them feel appreciated.
While it’s hard for many brands to say ‘thank you’ in person, more than three-quarters of consumers said they like it when brands show their appreciation. However, rather than a generic email blast or a written thank you note, consumers want such an acknowledgement to be personalized (44%) and direct to them (60%).
Consumers also like it when brands say ‘thank you’ in the form of rewards and gifts. A third of those surveyed said they prefer ‘thank yous’ in the form of points, or miles. Freebies are attractive to almost four in 10 of all age ranges, although less popular among Boomers (25%).
“Customers know that they have a choice when it comes to where they spend their money and where they take their business,” said Lizzie Post, president of The Emily Post Institute and etiquette expert, and with whom TB Bank partnered for the ‘Art of Appreciation‘ research. “When a brand demonstrates genuine gratitude and respect, it builds consumer trust. And business success relies on that trust.”