The Power of "Thank You" (1,206 words)
By Lois K. Geller
A little effort and a personal touch go a long way.
For the last year or so, I've been noodling about different ideas for creative in relationship marketing. I included customer service in this realm, too. So much of what I see and hear in both areas is blatantly self-serving, artificial and sometimes just flat out nonsense. How is it supposed to work?
Then, last month, I got an interesting perspective on a speaking tour. All while hopping on one foot because I'd broken the other one.
Everywhere I went, people stopped to talk about this column. They asked about the foot, and then sent e-mails with "get well soon" notes.
You are great friends! You, the readers of Target Marketing magazine. Over the years, you've responded overwhelmingly every time I've asked you to.
So, I want to thank you very much!
Those words—"thank you very much"—are magical, aren't they?
When you remember to thank someone, wondrous things can happen—such as what happened with me the other day in California.
Mike McCormick, Mason & Geller's creative director, and I were driving from the L.A. Convention Center to Woodland Hills for a training session, and I was in danger of death by starvation. (That means lunch was 15 minutes late.)
Michael stopped at a Denny's Restaurant. We had 20 minutes to eat and be on time for the session.
We got our table and when Tim, our waiter, brought the food, he asked where I was from. We chatted, and I thanked him for the quick service. He asked for my business card. In the car, I called Denny's customer service number to tell the company about its great waiter. It was closed.
When I returned to New York, there was a handwritten thank-you note from Tim Tallent, the Denny's waiter in Woodland Hills. I called Tim to ask why he'd written the note, and he said, "Because I want people to know they're not just a dollar amount to me. … I've written to many folks from London, and Italy, and they come back and visit."