Most companies want you to do something unnatural to be rewarded. Like "buy again with 15 days" or "spend $100 on your next visit." At MW Cleaners (owned by The Men's Wearhouse), President Mike Nesbit came up with a great reward, but then took it one step further. They identified the customers who'd ALREADY earned the reward and gave it to them.
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One way the chain is trying to improve customer service is by offering its clientele something that it can’t get anywhere else. About two years ago , it started a rewards program. In it, customers who have had the same shirt cleaned 20 times with them are given a $50 credit at Men’s Wearhouse so they can buy a new shirt.
“It’s been a really big deal,” Mike said, estimating that MW Cleaners has handed out thousands of credits so far. “When we first started, we actually went back retroactively. Think about it, you start a program and if you start it from the beginning, it’s going to take your customers 20 times, which could take them two years or more to get something cleaned that many times. I wanted to do something with instant gratification.”