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The Business Case for Courtesy By Todd Follansbee June 9, 2006
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Real world examples of how courtesy can build new business.

The web allows anonymous behavior and with it has come a big decline in basic courtesy. There is no reason why we can't maintain personal integrity and good manners if for no better reason then the fact that research shows that it is also good business.

Courtesy in business is not mistaken for "desperate" or "easy". Instead, it proclaims a professional, service oriented company and demonstrates that you really do care about your customers. In my experience with guerilla marketing, few things helped us build community and loyalty more then courtesy and consideration and courtesy costs little or nothing.

If you sent a gift worth a few hundred dollars and didn't receive a note, would you think as well of the recipient as if you had received a thoughtful note? Clearly we should give gifts without expectation of appreciation but we are after all human and everyone likes to be acknowledged and thanked.

Don't feel constrained to use email. We keep a stack of beautiful museum art cards and when someone deserves a "thank you", we send them a card with an image we think they will like. We chose a beautiful card because it is much harder to throw out a piece of art. In my early years as a road salesman, I used to pride myself on the number of my cards I saw sitting on people's desks or tacked to the walls. The notes were short and handwritten and the longer they stayed around the better our branding. I still come across people who remember that small thoughtfulness even if they long forgot why we sent it.

Don't just send a mechanical confirmation email. Studies show that a personal email follow up increases conversion and loyalty significantly. We rate the cost of acquiring a new email signup or customer in excess of $50. If someone gave you $50 wouldn't you want to thank them with more then a robotic reply? We try to reply promptly and personally and even take a few minutes to look at their site and comment positively on it in the email. Let them know you did more then just hit reply.

There are plenty of obvious reasons to take the time to "touch" an individual customer with a "thank you" but Don't overlook:

An important referral
A newsletter signup
A link exchange
Their first, second or third purchase
Running your press release (this has earned me reams of good press. How often does an editor receive a thank you for running PR, you will be remembered!)
An endorsement or good product review
A new affiliation or partnership.

Another area where research shows courtesy improves conversion is in error messages. When people fail to fill out "required" fields properly, responding with a gentle and courteous error message increases conversions. Messages like: " X is missing " loses more signup's then " Sorry we were unable to process your form without X would you please re enter it so we can send you "Y".

Clearly the web allows anonymity and social ineptness. It also insures that if you use good manners and courtesy you will stand out in a world of less attentive people. Next time you leave your computer screen, smile at a few people you don't know and as some of them smile back, you'll remember that gratuitous courtesy makes the world a little better. You will also find it will directly impact your bottom line. Courtesy has been called the lubricant of civilization, but we know it also greases the wheels of industry. Whatever your motivation, it's a win - win for everyone. Thanks for taking the time to read this, I know your day is busy and I do appreciate it. Give me a chance and I will thank you personally but for now please consider a little gratuitous courtesy, no one will benefit more then you!

 

This article is free for reprint however you choose as long as you request permission, provide a link to this site and acknowledge ownership. If you need more information or wish to discuss any aspect of this policy or the article please feel free to email me. - Thanks, Todd

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