13 Simple Ways Business Owners Can Make Customers Feel Valued

Expert Panel® Forbes Councils Members

Today’s customers are loyal to businesses that create authentic personal connections with them. One of the best ways to make such connections is by talking or writing directly to your customers and clients. 

From writing out old-fashioned cards and letters to sending personal emails and making phone calls, there are several ways to connect with clients that will make them feel valued. Here, 13 members of Forbes Coaches Council share some of the simplest and most effective methods for doing just that. 

Featured members share simple ways business owners can make customers feel valued.
Forbes Coaches Council members share simple ways business owners can make customers feel valued. 

1. Say ‘Thank You’ With A Smile

Just a simple “thank you” with a smile on your face can go a long way when it comes to building and retaining clientele. Believe it or not, many people don’t get to receive friendly gestures consistently, which makes it more memorable and appealing when the business owner does it. – Jeff J. Rocker, Rocker Management Inc.

2. Ask For Their Feedback Or Opinions

Making clients and customers feel valued can be as simple as asking for their feedback or opinion about your service and how they viewed it. Saying “thank you” for the business is a given. However, telling your customers and clients that their feedback is important goes a long way. Asking someone for their point of view sends the message that their voice matters and their feedback is valuable. – Lori A. Manns, Quality Media Consultant Group LLC

3. Highlight That You’re With Them

The destination of every business is a happy customer. This imaginary finish line then becomes the starting point of a win-win relationship. And, one simple thing that a business owner can say or write to his clients to make them feel valued would be to highlight this relationship: “On the road that leads to your ambitions, I am your co-pilot and here to help you grow.” – Andre Shojaie, City of Montreal

4. Speak Their Language

To ensure clients feel valued, speak their language. If they are in the military, speak military language; if they are an accountant, speak accounting language; if they are struggling in their business or job search, express empathy. Ask them, “How can I best help you reach your goals?” – Diane Hudson, Career Marketing Techniques, LLC

5. Ask How Else You Can Help

One simple thing that every business owner can say or write is, “How else can I help you?” Defining a future customer relationship by the current relationship parameters can miss bigger opportunities for shared gains—both personally and professionally. – Ben Levitan, Cedalion Partners

6. Give Direct Feedback And Context

The words “I appreciate you,” coupled with direct feedback or context regarding the appreciation, makes a world of difference when spoken aloud or expressed in written form. To be appreciated means to be heard, seen, felt and considered. It creates, in the client’s perception, the idea of being visible, which can engender long-term trust and loyalty. – Arthi Rabikrisson, Prerna Advisory

7. Tell Them You Believe In Them

Tell them, “I will continue to believe in you until you believe in you.” If you say these words to someone, you are telling them you have their back. In both personal and professional relationships, you are empowering them to confidently make decisions and achieve even more. You’re permitting them to do, be and have all they desire, and you are letting them know they have your trust and support. – Karen Dubi, Flexible Mindset Strategies

8. Keep Your Word And Remind Them That You Did

Say, “We have delivered, in full, everything we promised you.” In my experience, nothing says “I value our relationship” more than keeping your word. Sometimes, clients need to be reminded of what you promised and how you’ve delivered. This refresher keeps the relationship healthy. – Randy Shattuck, The Shattuck Group

9. Let Them Know They Matter

“You matter to us” is a powerful statement that communicates to clients/customers that they are more than just a number. Knowing that they matter and are appreciated makes the client/customer feel more attached to the organization and more valued overall. – Trish Blackwell, Uncaged Confidence LLC / Trish Blackwell Coaching

10. Give Detailed Feedback On What They Do Well

Giving a client or customer detailed, specific, positive feedback will help them truly believe what you are saying. Think of what they do particularly well—something very specific—and then tell them. For example, when you observe them doing something well, let them know when or where you saw them do it, exactly what you saw them do (with details), and then how that behavior impacted you. – Susan Madsen, Jon M. Huntsman School of Business

11. Engage With Customers Via Social Media

People want to be acknowledged. A very simple thing a business can do is to engage with customers via social media. There are a few outstanding companies that do this today. Something as simple as engaging and responding to posts instills a sense of care and breeds loyalty in customers—and it is free! – Denise Russo, SAP

12. Mail Them A Personalized, Handwritten Note

Send a personalized, handwritten note in the mail. It’s old-school. It’s slow. It takes time. It’s much more difficult than an e-mail. But it speaks volumes. – Antonio Garrido, Absolute Sales Development

13. Affirm Their Brilliance In Choosing Your Business

People love feeling that they made the right choice, so think of ways you can affirm their brilliance in choosing your business when fulfilling their order. When you deliver the product or service your customer purchased, include a note about what you love about what they selected. It builds a connection with your brand and makes the customer feel valued at the same time. – Steve Haase, Hypergrowth Coaching, Inc.