Making Customers Grateful Makes Sense
July 27, 2009 7 Comments
Hyatt Hotels recently announced a program for delivering “random acts of generosity” to clients. These unexpected actions include things like picking up the tab for a bar bill or a massage in the spa. The thinking is that these surprise “gifts” will make customers grateful, which is a potentially a more valuable emotion than satisfaction.
This approach makes sense given new research in the Journal Of Marketing called The Role Of Customer Gratitude In Relationship Marketing by Robert W. Palmatier from the University of Washington. The research looked at the reaction of consumers who “perceive themselves to be the recipient of an intentionally rendered benefit.” Here are some key insights in the research:
- Gratitude generates short-term feelings of reciprocity that creates an environment for building stronger relationships.
- The propensity to reciprocate from gratitude decays over time; so mechanisms must be setup to take advantage of those feelings.
- The feelings of gratitude are strengthened when the actions are viewed as benevolent and not self-serving for the company.
- The feelings of gratitude are strengthened when the actions are perceived as coming from the free-will of an employee (without any direct benefits for the employee).
These findings also fit nicely into the Kano Model that I periodically discuss in this blog. Hyatt’s “acts of kindness” represent what Kano would call “attractive” features; valuable but unexpected elements that can create a significant positive emotional response from customers.
When companies think about designing customer experiences, they should think about eliminating problems, consistently meeting customer needs, and delivering some unexpected acts of generosity.
The bottom line: Create an enviornment that encourages employees to do unexpectedly kind things for customers.
About Bruce Temkin, CCXP
Customer Experience Matters® 
The problem I have with announcing a program like this is that you’re now setting expectations of the possibility of receiving such a gift. What happens if I’m a good customer and stay several times at a Hyatt without receiving a “random act of generosity”? Am I now disappointed that I didn’t receive anything?
Not to mention now I’d be on the lookout for that to happen. When I’m at the bar, I’d wonder if I’m going to have to pay for the drinks. I think making this promotional public takes away from the randomness and thus the program has less of an impact that they desired.
That’s mentioned in the NY Times article about this – I would have instituted this program, but not announced it. I think the potential risks outweigh the benefits here…
Steven: You make a very good point; I would have rolled this out differently as well. The research shows that the power of gratitude is caused by the fact that it’s unexpected and perceived to be done on the free-will of the employee. If it’s perceived as a corporate program, then it will lessen the impact and might also cause some people to expect a freebie. I’ll bet there will be a lot of customers asking employees to pick up the tab for their drinks. It will be very interesting to see how this plays out.
Sorry,
Like I was saying. I know that whenever, I received something unexpected from a hotel I always remember that hotel for its kind act however small or large it may be. That simple kind act now makes the decide to go back there easier.
Michelle: Your experience is consistent with the research — gratitude increases the opportunity for loyalty! Thanks for commenting.
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It would be great if the gifts given also showed gratitude to the earth with a green gift. A wide variety of items exist to choose from like reusable water bottles, shower timers, etc. Hotels can even brand these products to be sure the guest will not forget the “random act of gratitude”.
Florencia: I’m not sure if all organizations need to infuse “green” in their marketing efforts, but it does make for a nice touch. Thanks for sharing the idea.