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Will Michaelson

Will Michaelson Sales Associate

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Putting a Lid on Loyalty: Little Things Can Mean a Lot


Good morning,

I wanted to share an article written by Paul Long, explaining the way companies can express their appreciation to their customers, and how inexpensive it can be. Take a look, and see how you can thank your loyal customers in an easy and effective way.


‘Putting a Lid on Loyalty – Little Things Can Mean a Lot’


Since we are in the business of loyalty marketing – and indeed it is our only business – we are constantly on the lookout for best practices and case studies about how businesses or organizations are rewarding their customers and how the business in turn earns its own reward.

We recently came across a post dated January 9 on a blogsite called B-A-M, a.k.a. Bust a Myth: Delivering Customer Service in a Self-Service World.

A woman by the name of Mary Jane Grinstead writes about her husband, a lifelong Chicago Cubs baseball fan, and more to the point, a Cubs season ticket holder for the past couple of decades.

Since a new Cubs ownership group paid over $800 million for the privilege of buying the team last fall, they raised ticket prices to raise revenue.

We’ll let Mary Jane pick up the slightly edited story from there as she describes the reaction of her husband, Phil, upon opening a package from the Cubs front office.


“Last week, a UPS box from the Cubs showed up at our front door. The box contained a baseball cap.  I figured the Cubs had sent one more. Then I heard a ‘Wow, this is pretty cool.’ Phil was standing in his office, turning yet another Cubs blue baseball cap over in his hands with this goofy grin on his face. ‘Check this out,’ he said. Stitched on the back of the baseball cap that those lovable losers sent was the following:  "Season Ticket Holders, 20+ Years".


It was a little thing, and yet it was huge. As the new owners of the Cubs seem to know, a little appreciation goes a long way.”


So, what is the moral of this story? That you should go out and get baseball hats with the number of years someone has been a loyal customer or the number of vehicles they have purchased?

No. The point is that someone who is spending literally thousands of dollars on an organization’s product, was thrilled when the organization recognized the customer’s loyalty and rewarded it with something that had an actual value of $2.13 (or $4.40 embroidered).

We opine that the perceived value of that cap on the part of the guy who received it literally is priceless. He just wanted to be loved – and appreciated! Same as your customers.


If you would like to learn more about how to love and reward your customers, contact us today.


Paul Long
re:member group

What’s your best story of a business showing them you care? Have you given your customers personal care by letting them know they’re appreciated? Let me know in a comment below.





Will Michaelson

Sales Associate

Re:member group

Phone: 952.224.8002



Jim Bell
Great points to consider. Reading this reminds me of Gary V's keynote at DSES. It is all about the little things that will make you stand out and make that customer experience exceptional and keep that customer for life.
Joseph Grimaldi
Yes, the little things do go a long way with customers. That is something that I am trying to install at our Honda and Acura store. Spending a couple dollars on a customer does go a long way and pay back tenfold!

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