So, what to do with that letter complimenting that good customer service?
The first thing you must do is 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.
By 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 are letting them know that you value their business, that you want to take the time to connect on a personal level, and you are strengthening the engagement process of building a long term customer relationship.
Who does not like to receive a compliment?
You'll be hard pressed to find a person in the world that truly does not like to receive a compliment.
How many people actually take the time to send a letter or email?
The answer to this question is at the other end of the spectrum. Customers are much 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 medial rather than take the time and energy to tell people about an experience in which they received good customer Service.
My suggested word for a complimentary letter is this …
Dear John / Mary,
Thank you so very much for the letter you sent complimenting ABC Business / Jane Doe's service and / or efforts. I know that you are very busy and much appreciate the time that you took to let us know that we / she is doing a great job for you.
I will be sure to pass along your kind words as it helps us when we know we have really 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.
These responses mean a lot to your customer and lets them know that the letter was received and that you value the feedback they passed along. One of the biggest frustrations that customers have when they reach out to a company to offer feedback is that they feel like no one is listening … even when they have something good to say.
The second thing to do …
Once you have thanked the customer for their kind words, you must then share the feedback with 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 means much more to our teams when the words are coming unsolicited from the customers themselves.
As your external customer felt valued when you responded to them, your internal customers (your teams) will feel that same strong sense of value when you pass the praise along and thank them for yourating customers so well.
Two of the highest 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 also appreciate direct involvement with leadership, especially in a positive manner.
A bonus tip …
There are times when our team members have a bad day or have a bad interaction with a customer. When you can tell them need a boost, pull out the emails or letters that have complimented them to help them remember that while this one issue may be weighing on them, the norm is the superior service they deliver that customers recognize and appreciate.