I'm speaking of your core customers. The ones that come back time and time again. Who pay-out account after account. What have you done for them lately?

Our day is often consumed by collections. We have a laser like focus on Saturday close, Monday open, gain, and the myriad other variables that determine our goals...and our bonus. Our focus on collecting past due accounts can sometimes take away from our appreciation of the 'maintenance free', core customers that make our month. The customers that rent, renew, and in return ask nothing more than a good value and a smile.

We don't think twice about spending 6 hours on the phone taking renewal commitments from past due accounts. When is the last time you spent 6 hours calling your core customers that renew like clockwork? They are the ones that make your bottom line.

Some companies have 'Customer Appreciation' week. They give away door prizes and have drawings. These may generate some short term interest, but if you want a customer to feel truly appreciated...tell them so.

Put together a list of your best customers. Pick up the phone and dial.

"Mrs. Smith, this is Rufus from Rent Emporium. I was going through our customer list and I just wanted to call and tell you how much I appreciate your business. It means a lot to me that you trust us enough to continue renting. Is there anything I can do to improve our service to you?"

It's not brain surgery...but I guarantee that when Mrs. Smith is driving past  4 other Rent to Own stores to see you...she will remember that call.