How to Make Your Customers Feel Special

Written by LiveLink
June 12th 2025

How to Make Your Customers Feel Special (Before You’ve Even Delivered a Thing)

By someone who still thinks about that veg box company

Let’s be honest — the world has got a bit, well… automated. You buy something online and you get a flurry of confirmation emails, a receipt, maybe a login link, and then silence. It’s all very efficient. It works. But it’s not very human, is it?

And yet, somewhere in between the “Thank you for your order” email and the actual delivery of your product or service, there’s a golden opportunity to blow your customer away. To surprise them. Delight them. Make them feel like they’re not just another order number in your spreadsheet.

Let me tell you a little story to kick us off.

A few days ago, I signed up for a veg box delivery. I was expecting a box of muddy carrots and a few emails about what would be in the next box. But before the first box even landed on my doorstep, something unexpected happened.

My phone rang. And it was a lovely, unhurried chap from the veg box company. No script. No hard sell. Just a “Hi, welcome aboard!” sort of chat. He told me what to expect, what day the box would come, what to do if I ever needed to pause or skip a delivery, and reassured me that if anything ever went wrong, I could just ring them up and they’d sort it. Easy as that.

I was blown away.

He made me feel like I mattered. Like I’d joined something warm and human, not just another delivery service.

And that’s what this blog is all about: that magical moment after someone has said “yes” to your business, but before you’ve actually delivered the goods. It’s the perfect time to make your mark.

Here are a few ideas to help you roll out the red carpet and make your customers feel truly special. The kind of special that turns one-time buyers into loyal, raving fans.

Let’s Begin!

The Welcome Call (Yes, Really!)

Let’s start with the obvious one. A quick welcome call — even if it’s just two or three minutes. It can completely change how a customer feels about your business.

You don’t need a script. You don’t need a fancy phone setup. You just need a genuine “thanks so much for joining us” and a bit of friendliness.

Bonus points if you:

• Tell them what to expect next

• Offer a tip or two to make the most of your product/service

• Let them know how to get in touch if they ever need help

This sort of thing is especially rare in the age of “Do Not Reply” emails and ticketing systems, which is exactly why it stands out so much.

✨ Pro tip: If you’ve got lots of new customers and calling all of them isn’t practical, consider calling just your higher-value clients, or doing one or two welcome calls a week. It’s still worth it.

A Personalised Welcome Email (Not Just the Usual Automation)

Now, I’m not saying you can’t automate your emails . I love automation and it is a godsend for small business owners. But there’s a big difference between:

“Thanks for your order. Your package will be delivered on Thursday.”
…and…
“Hi Sarah — welcome to the family! We’re so chuffed you chose us. Your first package will be with you on Thursday. If you’ve got any questions, or if something isn’t quite right, just hit reply and we’ll sort it. No fuss.”

Personalised. Warm. Human.

You can use merge tags to drop in their name, reference the product or service they chose, or add a friendly line about what’s coming up next.

Even better, include a photo of you or your team. Make it feel like they’re dealing with real people and not a faceless brand.

Send a Handwritten Note or Welcome Card

Old-school? Yes. Cheesy? Maybe a bit. But effective? Absolutely.

In a world of digital everything, a handwritten note tucked into a parcel or posted separately is one of the easiest ways to make someone pause and go, “Wow, they really care.”

It doesn’t have to be elaborate. Something like:

“Hi Tom, welcome! We’re so glad to have you. Shout if you ever need anything. We’re here. Wendy & the team x”

It’s that simple. And it makes people feel seen.

Share a Behind-the-Scenes Peek

If your service has a bit of a wait time. Maybe you’re creating something bespoke or onboarding takes a week or two. Don’t let that silence do all the talking.

Instead, send a little behind-the-scenes update. It could be:

• A photo of your team prepping their order

• A quick video message saying “We’re working on it!”

• A story about someone else who used your service and how it helped them

It reminds them that something real is happening and that you haven’t forgotten them.

Create a “Getting Started” Welcome Pack

Think of this like the starter kit to success with your service. It could be digital or printed. Include things like:

• A short welcome note from the founder

• Tips or “pro hacks” for using the product/service

• FAQs (written in your brand’s friendly tone)

• A link to book a quick chat if they get stuck

You don’t need to spend a fortune on graphic design. Canva + good writing = magic.

Send a Surprise Treat

This doesn’t have to cost much. The point is the surprise. A little “just because” gesture can be incredibly memorable. Riverford send a recipe book.

Some ideas:

• A discount code for their next order

• A mini bonus product they weren’t expecting

• A link to a Spotify playlist you made (yes, really)

• An invite to a customer-only webinar or event

It’s not about bribery. It’s about making them feel like they got more than they paid for.

Ask Their Opinion (Early and Often)

One of the most flattering things you can do for a new customer? Ask them what they think.

You don’t need to wait until the end of the service to send a big feedback form. You can just drop them a message that says:

“Hi, now that you’ve signed up, is there anything you’re hoping we’ll do (or avoid!) that would make this a dream experience for you?”

That kind of question says: “We care. You matter. You’re not just another sale.”

Make It Easy to Ask for Help

So many businesses are great until something goes wrong. And that’s when the shine wears off.

If you want customers to feel safe, confident and loyal, make it ridiculously easy for them to ask for help.

• Tell them exactly how to reach you

• Reassure them that you’re happy to fix problems

• Respond quickly, even if it’s just to say “We’ve seen this and we’re on it”

That sense of reliability is what keeps people coming back.

Use Their Name Often (Without Being Weird)

This one’s simple, but powerful. People like hearing (or reading) their own name. It’s comforting. It makes them feel like they’re more than a transaction.

In emails, on calls, in DMs, use their name, pronounce it correctly, spell it right.

It’s a small thing that makes a big difference.

Don’t Just Deliver — Celebrate

Finally, when you do deliver the thing they paid for, celebrate it! Make it an event, a party.

A little “Your box is on the way so let the cooking adventures begin!” is more exciting than “Your order has shipped.”

Or, if you’ve just finished their project or completed a service, drop them a note saying “Thanks for trusting us and it was a joy working with you.”

Bring it full circle with that same warmth you started with.

The Little Things Are the BIG Things

If there’s one thing to take away from all this, it’s that small gestures make a huge impact. Especially in today’s world of templated emails, AI-generated messages and “Dear customer” nonsense.

Your customers are real people. And when you make them feel seen, heard and welcomed before you’ve even delivered your service, you set the tone for a relationship that lasts.

So, whether it’s a quick welcome call, a handwritten note, a behind-the-scenes photo or just a warm, unscripted email, take the time to surprise and delight your new customers.

Because those are the things they’ll remember. And tell their friends about. And come back for, again and again.

It’s always about how you make someone feel.