Client Relations - Downsize Client Rewards At Your Peril

For years, I could count on my CPA to send me four Dodger tickets, a pass good for admission to the Stadium Club restaurant, and a free, privileged parking voucher.

I wasn’t that fond of the Cincinnati Reds, but I suppose my cipher wasn’t either, because almost always I’d see the Reds demolish the Blue Crew, a spectacle he smartly spared himself.

Anyway, it was fun, and during some seasons because of my travel schedule, I was only able to make it to one game, and that one was usually spiffed by my accountant. So, it felt like a splurge on his tab, though if the truth be told, I suppose his fees had the bonus built in.

The other day, just as the All-Star break was arriving as it always does at mid-season, I received an envelope from my accountant.

There weren’t any Dodger tickets inside, nor the customary restaurant or parking passes.


There was a $5 gift card to the Coffee Bean & Tea Leaf.


Now, I don’t want to sound mercenary about this, but there is a significant difference in the value that envelope contained this year, versus preceding years.

Specifically, the Dodger seats would be worth about $200 or more, the parking about $15, and the Stadium Club is literally priceless. You cannot get in unless you’re a season ticket holder, which means you cannot luxuriate in its reasonably lavish pre-game buffet, nor indulge in its wine list.

And, if status matters, you forego enjoying the ambiance of being an insider.


In perk-denominated dollars, is my accountant saying, this year, I’m worth only 1/40th of my past value?

Is my business more trouble to him than it is worth?


Should I read some ulterior motive into those Coffee Beans and Tea Leaves?


Be careful when you inaugurate a customer rewards program of any kind. If you decide to scrimp on it later, your clients will notice, even if they aren’t Dodger fans.

Dr. Gary S. Goodman is the best-selling author of 12 books and more than a thousand articles. A frequent expert commentator on radio and TV, he is quoted often in prominent publications such as The Wall Street Journal and Business Week. President of http://www.Clientrelations.com and http://www.Customersatisfaction.com his seminars and training programs are sponsored internationally and he is a top-rated faculty member at more than 40 universities. Dynamic, experienced, and lots of fun, Gary brings more than two decades of solid management and consulting experience to the table, along with the best academic preparation and credentials in the speaking and training industry. Holder of a Ph.D. from the Annenberg School For Communication at USC, an MBA from the Peter F. Drucker School of Management, and a J.D. degree from Loyola, his clients include several Fortune 1000 companies along with successful family owned and operated firms. Much more than a “talking head,” Gary is a top mind that you'll enjoy working with and putting to use. He can be reached at: gary@customersatisfaction.com

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