There’s a quiet experiment I’ve been conducting for a few years. If a company or product excels in its expectations, I’ll write a thank you note to them. I’ll then wait for a response.

Most companies have a division of the organization that is tasked with handling complaints. But what do you do with the compliments and thank you notes? That’s what’s been curious to me.

I once reached out to Starbucks and asked that a message be sent to Howard Schultz who at the time was the chairman and CEO of Starbucks. Shockingly, Howard called me two weeks later. He just wanted to thank me for bragging on the team and for being a gold card member of Starbucks. That was a total fanboy experience for me.

Three or four years ago we discovered that I had food allergies. Peanuts almost killed me. The peanut experience led to me being tested for over 50 allergens. Of the 50 they tested, I tested positive for 49. When the doctor walked in the room and saw the results her only response, “Woah!” (That still makes me laugh.) Today, I must avoid anything that has peanuts, tree nuts, sesame, egg, and milk. Beyond that, we learned I’m allergic to almost every tree, bush, weed, flower and type of grass. My allergist then said, “I’d also advise you to be careful with soaps. They can often contain chemicals and natural by-products that could be harmful to individuals like yourself.”

There are days when it’s a peach being me. Mrs. Kayla will giggle and call me her “delicate little flower.” I still laugh at that.

Recently, I found a soap by the Dr. Squatch brand. It’s shea butter and dermatologist tested. After using it for a week and having zero reactions, I emailed the company to thank them for such a quality product. Within 48 hours I got the following PERSONALIZED response;

Hi Brian,

Hope you're doing well! We truly appreciate you reaching out - there is nothing better than hearing our bars are making a real difference for people with sensitive skin and allergies. We are so happy the Shea Butter soap is the perfect match for you!

Knowing we've got a lifelong customer in our corner is the best motivation we could ask for!

Keep Squatchin'

Tim

Bay Rum A Dub Dub

www.drsquatch.com

The response wasn’t auto generated. It was personal. I was thanked for helping them see what a difference their product was making in a customer’s life. My email helped them remember that they’re fulfilling their mission. I had told them that I’d be a customer for life due to this product. Tim said that was motivation for them. Instead of just accepting the compliment, he turned my email into fuel and purpose for the team, and he took the time to let me know it did.

Be like Dr. Squatch. Respond to the compliments. Don’t take your customers for granted. Communicate the passion they inspire. Avoid patting yourself on the back. Instead, take a moment to celebrate them for spending their money on your services.

Leadership matters,

Brian