The Building Blocks of Customer Relations

Building Block # 2 - Generate Goodwill

What is goodwill? It’s basically the consumer’s feeling of approval and support for a brand, as the result of having established a favorable reputation. You can foster lasting relationships with your most devoted customers by utilizing meaningful gifts with purchase or thank-you gifts. Such sentiments of sincerity and gratitude have an inherent advertising value that is passed on to the consumer.

Studies repeatedly show that customers who receive a promotional product express more goodwill toward the company and its salespeople than those who do not receive a promotional product, according to Promotional Products Association International. Ultimately, when you put a corporate gift program in place, customers receive a tangible receipt that will endure to continually promote the desired brand image.

Also see: Building Block # 1