Customer appreciation has become a lost art in today’s digital age. While many businesses focus solely on acquiring new customers through technology and automation, there’s immense value in nurturing relationships with existing clients through personalized gestures of gratitude.
During a compelling discussion about customer relationships, Gary Vee shared a memorable story from 2011 that perfectly illustrates the power of genuine appreciation. At Wine Library, Gary’s team implemented an innovative approach to customer service that went beyond traditional methods.
The Jay Cutler Jersey Story
Gary and his team identified a customer who had placed a modest order – a $100 case of Pinot Grigio shipped to Chicago. After researching the customer on social media, they discovered his passionate dedication to the Chicago Bears and their quarterback, Jay Cutler. His Twitter feed was filled with enthusiastic commentary about every play and touchdown.
The guy bought a dinky $100 case of wine. He’s gonna get this framed Jay Cutler jersey with a note, thank you from the wine library.
Despite the $400 cost of a signed Jay Cutler jersey – far exceeding the profit margin on the original wine order – they purchased and shipped it to the customer with a simple thank-you note. While the immediate response wasn’t what they expected, the long-term impact proved remarkable.
The Unexpected Return on Investment
A month later, Wine Library received a $6,000 order from Plano, Texas, for high-end burgundy and Barolo wines. The new customer mentioned learning about the store through the Chicago Bears fan who received the jersey. This exemplified how authentic gestures of appreciation can create a ripple effect of positive word-of-mouth marketing.
Strategic Approaches to Customer Appreciation
There are several ways to demonstrate genuine appreciation for existing customers:
- Personal phone calls to check in on past clients
- Remembering and acknowledging customer interests and hobbies
- Sending thoughtful gifts related to their personal interests
- Writing personalized thank-you notes
The key is to make these gestures when they’re not expected, particularly after the initial business transaction. This approach stands out in an era when most companies focus solely on pursuing new customers.
The Power of Scaling the Unscalable
While artificial intelligence and technology dominate modern business discussions, there’s significant value in returning to traditional business practices. Making personal connections and showing appreciation in meaningful ways can yield substantial returns.
I believe that if you scale the unscalable… and call, not new people who are gonna give you money. No, no, no. Thank people that already gave you money.
These gestures of kindness, whether through phone calls, letters, or thoughtful gifts, can generate more business growth than the original quality of work provided. This approach becomes particularly effective when others focus primarily on technological solutions.
Strategic Business Positioning
Modern businesses face a critical choice in their customer relationship approach. They can either:
- Fully commit to traditional relationship-building methods
- Excel at modern social media engagement
The worst position is attempting to straddle both approaches half-heartedly. Success comes from complete dedication to either the traditional thank-you economy model or full engagement in contemporary social media strategies.
This story demonstrates that investing in genuine customer appreciation can lead to significant business growth even when it seems financially counterintuitive. Acknowledging and valuing existing customers creates a network effect that attracts new business through authentic word-of-mouth recommendations.
In an age of digital transformation, sometimes the most effective strategy is returning to the fundamentals of human connection and sincere gratitude. This approach builds lasting customer relationships and creates a competitive advantage that technology alone cannot replicate.
