5 Pointers for Writing a Letter to Your Customer

We all get “letters” from companies we do business with. Most go right in the garbage.

But, sometimes, a letter stands out.

The letter I’m going to tell you about was noteworthy because it reflected these 5 Pointers for Direct Customer Communication:

  • Be Authentic
  • Be Relevant
  • Keep it Straightforward/Concise
  • Convey appreciation/thanks for the business
  • Provide a Call-to-Action


“A few personal words.”

kingsize-brand-manager-letterThat was the title of the letter I received after a recent purchase from online retailer KingSize.

The one-page communication was a surprisingly good example of customer relationship engagement — that almost didn’t happen. That’s because the envelope and letter felt like just another typical piece of unneeded “junk” mail and I almost threw it out twice before reading the letter.

So, what made me read?

It was the title of the letter’s author: Brand Manager. That stood out to me as a marketer and former Brand Manager myself. Continue reading

Customer Treats: AMC Transforms Movie-Watching Experience with Power Recliners

Our strategic objective is very straightforward: we intend to be the customer experience leader. (AMC Theatres)

As a customer, it really is fun when your expectations are completely blown away.  That’s what happened when my Dad and I went to the movies last week.

AMC Theatres Logo

Logo: AMC Theatres.

You see, the Military Capital of the American Revolution has a new, state-of-the-art movie theatre complex.  In early May, AMC Theatres completed a total transformation of its 40,000 square foot Headquarters Plaza 10 in Morristown, NJ.

Anyone who remembers the theatre under previous ownership will be pleasantly shocked. However, it seems to be mostly a secret.  More on that in a moment.

Transformation Features Power Recliner Seats

The entire complex has been given a total makeover:  new theatres, concession areas, bathrooms and lobby.  The transformative highlight is the installation of comfortable, power recliner seats, in AMC red of course.

Continue reading

Great Customer Relations Means More than Just Saying “Sorry”

So many companies talk about the importance of their customer relationships, but, in reality, what do they really do when something goes wrong?

Image – Horizon Blue Cross Blue Shield Facebook.

Insurance provider Horizon Blue Cross Blue Shield of New Jersey decided that just saying sorry wasn’t good enough..

In a December 6th letter, Horizon notified 839,000+ customers that their sensitive private information might be at risk including name, social security number, address, date of birth, and insurance identification number.  The reason?  Two company laptops, which were “cable-locked to employee workstations,” were stolen from the headquarters office.

Horizon informed customers “we are not certain that all of this information is accessible,” explaining that the computers were password-protected but unencrypted.  Nevertheless, the company decided to take action, beyond the standard mea culpa and you’re on your own communication: Continue reading