Rewarding your customer for long and valued custom must make sense.
An acknowledgement that you have appreciated them sticking with you and by way of thanks, a gift or reward that is appropriate and makes the customer feel good about dealing with your business would be a good thing to do.
I will, however, briefly tell a short story to demonstrate that while the principle might be strong, if the delivery is wrong it will seem like big business going through the motions.
My client, a vibrant, cheerful and energetic 84 year old widow told me today that her 59 years 
membership with a certain motoring organisation had been rewarded recently by the offer of a Gold Membership.
She was naturally delighted and was soon checking through the many new benefits she was entitled to as a result of her loyalty…
She could now drive abroad and it would be covered. She could nominate a 17 year old relative to drive her car. And so on.
And the good news was that her renewal premium this year would only be £198.
It was £178 last year but look at all the benefits you can enjoy.
She may be 84 but daft she isn’t and could spot the flaws in her prestigious Gold Membership reward.
In fairness, one short, sharp phone call later, she was still a Gold Member but for £100 – I still think after all this time they could have called time on the fee – but a gesture never the less I suppose.
Rewarding clients is the right and proper thing to do, but best to check its something relevant and will be appreciated by them.
Roland Oliver