Never miss a chance to say "Thanks"

Wouldn't you just love to be working in the airline industry right now? It's tough enough just being a paying customer.

What used to be service expectations are now considered luxuries. More passengers jamming onto fewer flights. Staff made surly by overwork and the uncertainty of their jobs. Paying for airline food. All while luggage is being lost (or, in the parlance of the industry, "delayed") in record numbers.

It sounds like the script out of the young comedians' playbook, but it's no joke. Even the casual customer can easily spot the difference from just a few years ago, as airlines squeeze a nickel here and a dime there to keep their financial heads above water.

The result is that this commodity business has become - if it's possible - even more of a commodity business. The brand promise of most carriers has degenerated to little more than successful conveyance of you from Point A to Point B.

A few airlines, of course, haven't yet fallen victim. Southwest is the marketing textbook example of a brand that works. When you get onto a Southwest flight, you know exactly what to expect - low fares, no frills, and staff members who try to make the cattle car experience a little more fun.

Midwest Airlines goes the other direction. They still charge for food, but you pay for it while sitting in two-across leather seats. And, the warm chocolate chip cookies they serve during flights are a stroke of genius that probably costs them squat.

Recently, they've trumped the almost obligatory "thanks" that you get from the crew as you exit the aircraft - a gesture that lost its branding punch about the time jet engines replaced propellers. Now, if you book online, they'll send you an e-mail message the day after your outbound trip that expresses their thanks for your business, and provides contact information if you have any questions, comments, or concerns.

If your experience was good, it's an e-mail that will return you to the smell of cookies. If it was less positive, the airline has limited the damage you will cause in conversations with others by giving you a way to complain that doesn't actually require you speaking, face-to-face, with an employee. It's so simple, and very strategic.

What opportunities might you be missing to say "thanks?" Here are three ideas:

• On your invoices. Whether the number is large or small, make it a point to put in a line thanking your customers for spending money with you. If possible, make it stand out in a different typeface, or change up the message at least once a year.
• After a big, challenging project. Along the way, someone's feathers were likely ruffled, so close things out on a positive note. Make it a point to show your appreciation for the effort to everyone who participated - even those who were roadblocks.
• After a productive meeting. If you can do it without sounding smarmy, send out an e-mail after a good session to say, "I think we got a lot accomplished. Thanks for your active participation."

The message: What verbal or written "chocolate chip cookies" could you be dispensing to build or retain good will?