The first law in Bruce Temkin’s 6 Laws of Customer Experience is:

Every Interaction Creates a Personal Reaction

This is extremely important, which is why I assume he made it the first law. People have a natural tendency to remember experiences that create a positive emotional response. Making your customers feel special will invoke those positive personal reactions we seek and also help to build customer loyalty, improve overall customer experience, and generate more referral business. These are things we want.

The following is a simple list with no elaboration. Let your imagination run wild with the ideas and let me know how you’re winning over the hearts of your own customers.

1. Send a personal, hand-written thank you note.
2. Give a book and write on the inside why the book reminded you of them.
3. Send flowers during times of grief; better yet, send them for no reason at all.
4. When appropriate, ask about their personal life and make a point to remember the details. Ask again at a later date with those details.
5. Call and/or send a funny card to them on their birthday.
6. Send them an article you read with a note about why they might like it.
7. Recommend them to another company; promote their services whenever possible.
8. Thank them constantly for a referral they gave you.
9. Invite them to a party or social networking event.
10. Give them credit, especially when they don’t deserve it.
11. Let them in on a little secret.
12. Offer a free upgrade that only your best customers receive.
13. Ask them for advice.
14. Apologize profusely.
15. Be excited when you see them or speak on the phone.
16. Reserve them a parking space when they visit.
17. Remember their unique needs and preferences.

How are you making your customers feel special?