Experience has shown that efforts that deliver a sense of significance, of being "special," of just mattering to somebody elicit a response that motivates people to act. A false representation of "special" status can backfire, violently. However, "specials" for the general customer base, doctors, veterans, working moms, etc. are one method of developing vertical "niche" markets.

I was involved in providing "free estimates" to homeowners in a energy savings program. Telemarketing of strangers, even after dropping an excellent mail piece, resulted in about a 10% estimate rate, while calling the existing customer base resulted in a 50% rate! The superior results were partially attributed to the credibility of that company, but I've seen the same kinds of results in the field, over and again for various companies.

Make them feel special by describing additional services, special prices, special events or whatever you think the customer base will appreciate. The reward lies in having them respond more often. There are other avenues, as well. Have you ever been bumped up to first class when an airline oversold a flight? Or, upgraded to a suite when a hotel had a similar oversight?

Another aspect of "special status" has to do with conduct after service is rendered, or in the event of an oversight (or just plain screw-up) on your part. Adopting the "special treatment" philosophy as a means of smoothing over a problem is probably the single best method of turning a negative situation that might alienate a customer into a positive event that gets you that customer's loyalty for life as well as referrals.

One final note on that subject - don't reserve the special treatment of customers for the problem situations, apply them constantly. A postcard, phone call, or signed letter to a happy customer. is the kind of business habits that keep them loyal customers.

There are lots of field examples of this effort. I have worked with a auto repair company with 14 locations who grew their business (they are not the lowest prices in town, by far) by quality and ethical practices, plus, the manager called every customer the next day to make sure every thing was still satisfactory.

People want to be appreciated. Naturally, most any business owner or manager appreciates his/her customers, but the key is to let them know it! It is hard enough to get customers in the first place - losing them is inexcusable! Treat them in the special manner that they deserve.