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People like to be treated as though they are special.
Companies miss opportunities to express gratitude and recognition of a person's unique value to the firm. Regular customers are treated as though they have never before patronized the company Long-time employees are treated the same as brand new employees Investors who have held the firm's stock for twenty five years get no special acknowledgement Customers who have tremendous potential value but low actual value get treated in a manner consistent with the latter, instead of the former. Look for opportunities to provide individuals with special treatment. This treatment doesn't have to be more costly, as recognition is often more appreciated than expense. This costs nothing to accomplish, yet acknowledges longstanding loyalty and makes loyal customers feel special.