When Kristina Bouweiri started hosting customer appreciation lunches in 2009, she thought she was just helping a friend boost her lagging business.
她没料到的是，这些通常在华盛顿特区周围像The Palm和Capital Grille这样的高档饭店举办的午餐会竟然给她带来了近900名客户，有力地推动了她自己的生意。
Little did she know that the lunches, which have been held in posh restaurants around Washington, D.C. like The Palm and Capital Grille, would introduce her to almost 900 of her clients, giving her own business a jolt.
Bouweiri's unexpected success is testament to the power of appreciation and gratitude in business.
"Instead of going after new business, we decided to go back to old clients and thank them, and develop relationships," she says. For almost 20 years, her company Reston Limousine had done little or nothing to thank its almost 20,000 clients. Now, says Bouweiri, "I consider it the most important initiative that I have."
As opposed to showing appreciation one day a year -- at Thanksgiving or New Year's or in an annual customer appreciation sale -- some businesses are building it into their daily and weekly plans and policies. And they are seeing the benefits to this approach: Workers are often more engaged when they feel appreciated and customers are more likely to come back and give referrals.
“感激可以激发起积极的互惠行为，”里士满大学（University of Richmond）营销学教授兰迪·拉希奥说。如果客户认为企业把顾客的最佳利益放在心上，他就更愿意跟这家企业发展长期的关系。
"Gratitude motivates positive reciprocal behavior," says Randy Raggio, a marketing professor at the University of Richmond. If a customer believes that a business has his best interests at heart, that customer is more inclined to develop a long-term relationship with the business.
Raggio first grew interested in gratitude in the wake of Hurricane Katrina, when the state of Louisiana ran a thank-you-for donations campaign. Many people who saw the campaign were more likely to donate or volunteer in the future, according to his research, even those who had not previously participated in that particular campaign.
A business might show their appreciation by having private sales for their best customers, by offering a few chocolates with the bill, or simply by saying thanks for your business. It needs to be genuine and it's better if it's not open to all.
Customer appreciation, Raggio says, usually comes in the form referring a friend, writing a positive review online, or perhaps a willingness to pay more later on.
2011-11-30 20:16 编辑：kuaileyingyu