Valentine’s Day: Building lasting customer relationships

Cresencia Marjorie Chiremba          

 “Love is in the air, and so are our deals! Treat your heart and your wallet with our exclusive Valentine’s Day discounts. Because nothing says ‘I love you’ like saving money.” — Anonymous

AS the calendar flips to February, the air is scented with love.

While many people associate Valentine’s Day with romantic dinners, heart-shaped chocolates and bouquets of roses, businesses have a unique opportunity to express their appreciation for something equally important: their customers.

After all, what better time is there to celebrate the relationships that keep our businesses thriving.

Today, I will explore why Valentine’s Day is more than just a special day for couples who believe in it.

Businesses can take advantage of this occasion to strengthen their customer connections.

Whether you are a small local shop or a multinational corporation, here are some heartfelt ways to indulge your customers with some love:

1.     Personalised messages: the heartfelt touch

Remember that handwritten Valentine’s Day card you received as a child? Or the one you sent to the love of your life during your high school days? The one with your name carefully penned in cursive, and had a sweet sound when it was opened? Well, that same personal touch can work wonders for your business. Consider sending personalised messages, emails or notes to your customers. Address them by name, express gratitude for their loyalty and wish them a happy Valentine’s Day. Keep it short, sweet and genuine — just like a heartfelt love letter.

Sample message:

Dear Cresencia,  

“On behalf of Customer Success Consultancy, we would like to extend our appreciation to you, our valued customer, on this Valentine’s Day. Your support means the world to us.”

2.     Surprise them with something special

Valentine’s Day is not about chocolates and flowers, nor is it about socks and undies (men do not want them anymore). Surprise your customers with a thoughtful gesture. It could be a discount on a common item they frequently order, an upgrade on a loyalty programme, gift card with a handwritten note expressing your gratitude. Remember, it is not about boosting sales, it is about making your customers feel appreciated. If budget constraints apply, reserve these special offers for your most loyal customers.

3.     Inclusivity matters.

While Valentine’s Day often focuses on romantic love, remember that your customer base is diverse. Some are single, others are widowed, and many simply appreciate genuine connections. Avoid language that assumes everyone is celebrating with a loved one. Instead, make it about your unique relationship with each customer. Inclusivity matters, and it shows that you truly understand them, know them and value them. And do not forget that there are those who do not celebrate the day at all, due to their religious beliefs or other reasons. So, avoid including them in this day’s plans.

4.     Timing is everything

Send your Valentine’s Day greeting on the actual day itself. Avoid turning it into a month-long marketing campaign. Let your customers know that you are thinking of them precisely when the world is adorned in red and pink, and breathing love. Great timing and timekeeping add sincerity to your message.

5.     Conversational tone: skip the corporate jargon

Formal speak has its place, but not on Valentine’s Day. Use a conversational tone that feels warm and friendly. Do not shy away from using the word “love”. Truth is, you do love your customers for choosing to do business with you and not your competitors. You love them for their loyalty, feedback and trust in your brand. There are so many fish in the pond, but your business caught their eyes, so that is reason enough to love them back.

Remember, whether you are a business-to-business (B2B) company or a neighbourhood tuckshop, your customers are the heartbeat and lungs of your business.

This Valentine’s Day, go beyond the heart-shaped cliches and create genuine connections.

Create connections that will love your business in good times and bad times, for better or worse.

Show your customers that they are cherished and nurse those relationships until they blossom.

As the clock ticks toward February 14, let us raise a virtual toast to our customers — the true romantics who keep our business thriving with their endless support.

Happy Valentine’s Day!

 

*Cresencia Marjorie Chiremba is a marketing enthusiast with a strong passion for customer service. For comments, suggestions and training, she can be reached on [email protected] or on 0712 979 461, 0719 978 335