Leaders spend a lot of time worrying about retaining and attracting customers. It’s just not that hard to figure out. People  want to be appreciated. I work out at the Renaissance Sports Club in Aliso Viejo. We love it there. Everything from friendly staff, to cutting edge equipment and clean facilities helps create a great client experience. But that’s what I expect, what I feel I am “paying” for with my membership. That’s not enough.\n\nLike many companies they have figured out that an easy way to keep customers coming back  is to say thank you. As I was leaving the gym in a rush to get on with my day, I was stopped dead in my tracks. A huge vinyl banner caught my attention, it must have been 30 feet high and 50 feet wide. It was acknowledging their 3 year anniversary and thanked all the original members that joined the gym in its first year.  Not just a big generic thank you, but individually naming each person.\n\nGood business? You bet. Many of those members referred their friends, colleagues and family to join and that’s how their business has grown in not only membership, but in reputation.\n\nThe same day, I came home to an email from TOMS Shoes offering free shipping as a gesture of gratitude for their customers. Just like recognizing employees is important, so is recognizing your customers. Without them, you wouldn’t have a business. It doesn’t have to cost an arm and a leg either.  Make it genuine, make it personal and make it frequent. They’ll keep coming back. I guarantee it.\n\n