CEO Letter or Message to Your Customers or Clients : How Tongue Tied CEO'S Easily Write Inspiring and Heartfelt Messages To Their Customers
Are you the president, CEO, boss, manager or director of your company? And are you looking for proven ideas to help you...
- Write an inspiring message to your clients or customers?
- Make the most of CEO message to customers’ samples or templates?
- Write end of year message or New Year speech to your clients?
If you answered yes to all of that, then you are in the right place because this piece will cover everything you need to know about writing a nice message to your customers.
Just give me a few minutes of your time and I will show you how to do just that.
Let me ask you this simple question: Do you believe in Harry Gordon Selfridge’s business slogan that the customer is always right? I first heard about this well-known business quote when I first started working as a teacher at a primary school.
That was the watchword of the CEO of my school. Here is a guy who has many rich and varied ideas about how to run school like a business and he always told us to treat parents with utmost care and respect because they were the lifeblood of the school. He liked to call them his clients or customers.
Although we did our darnest to follow his instructions to the letter, we knew instinctively that, that wasn’t always the case as a few rude parents treated us like doormats.
In my opinion, customers are always right. Come to think about it. No matter how annoying they make us feel sometimes, they provide our bread and butter when all is said and done.
Stories after stories have revealed that customers love CEO’s who care about them like family. I don’t know if you’ve ever heard of Arthur Demoulas or read a story about him?
Arthur was a much respected and admired CEO because he loved his employees and customers like his own flesh and blood. He was so much involved in his team’s total wellbeing that when he was kicked out of the company by his employer (Market Basket grocery chain in 2014) everyone got so angry and vehemently called for his immediate reinstatement.
On his return, he wrote this thank you letter to his supporters and customers.
Here you go: CEO Thank you letter to customers
Here's the full text of Demoulas' thank-you letter:
To our family of customers, associates, and business partners,
We would like to thank you for your incredible support of Market Basket and your belief and trust in us. We are humbled and grateful for everything you have done and the sacrifices you have made to fight for and preserve our company's business model and reputation.
Over the past two months, our fortitude was tested daily, but it was your incredible display of faith and belief in the Market Basket philosophy that constantly gave us strength to persevere. Your actions became an inspiration of hope to people everywhere, and because of this, Market Basket will be back even stronger than ever!
To our cherished customers, thank you from all of our associates and business partners for everything you do in support of Market Basket. We are even more dedicated and committed to provide you with "More for Your Dollar" shopping; where value, service, and quality go hand-in-hand.
Over the next few weeks, we ask for your patience and understanding as we work together to restock our warehouses and stores with fresh food offerings.
To our 25,000 associates who have shown the world what Market Basket is all about, you have our deepest gratitude, respect, and appreciation. Together, we will move forward to strengthen Market Basket's reputation of being a truly great place to shop and work.
To our vendors and business partners, thank you for your support, patience, and commitment to our customers and company. Together we look forward to forging even strong business relationships to best serve our customers.
On behalf of all of us at Market Basket, we want to sincerely thank our customers.
Some may say welcome back, but we think it's more fitting to say, Welcome Home! Market Basket is in the people business first, and we look forward to serving you and your families for many years to come. We are customers. We are associates. We are vendors. We are Market Basket!
With heartfelt gratitude,
Arthur T. Demoulas
Wow… that is a short but brilliant piece. I enjoyed reading every bit of that letter. Well, you may not be as popular as Arthur Demoulas was. But whatever the case is, you have to write letters and messages to your customers from time to time to reassure them that they are the reason why you get up every morning charged for work.
To express your thoughts clearly and very persuasively, there are a few things you should consider before you even jot down your ideas. First, you should determine the objective of your letter or message so you can figure out what you really want to share with your customers and clients.
To do that, you can write down answers to the following questions and use them to create an outline or bullet point in the first place.
Here you go:
- Are you thinking of saying thank you to your customers? Then, you should consider writing a CEO thank you letter as Arthur Demoulas did. Ok, what do you want to say?
- Is the company going through hard times like most firms did when covid-19 struck? Then, you have to speedily send out a letter of reassurance that highlights the changes it has brought and how you intend to stem the tide. Remember, such a letter should timely and urgent.
- Are you about to retire or move to another firm? Then, please send your clients a thoughtful and appreciative CEO farewell or a resignation letter or even an email. Can you write down memories of what your tenure has been like since you were appointed to lead the organization?
- Did you launch a product or start a service, but have to recall it due to health and safety issues its implementation has wrought? Then, you have to issue a thoughtfully worded apology letter and explain why it occurred in the first place. If you can get this in your own handwriting, that would make it sound more heartfelt. If you are pressed for time, you can simply render it in your own pen and ask your team to duplicate it for onward distribution.
- Are you about to end a new year and start a brand new year? Then, it’s not too late to craft an inspiring new year’s message or letter and send it over to your clients.
- Just got employed as a new CEO? Then, it will be fittingly appropriate to send out a letter of introduction to your customer explaining who you are, why you were picked for the job, and what you bring to the table.
Having decided on the kind of letter oyou would like to send to your clients, you can then go on to watch a few videos about the kind of message you wish to deliver.
For example, if you are going to write a CEO New Year speech to your clients, you can do a quick search on youtube.com and watch a few videos on that topic to stimulate your creative abilities.
By the way, here are two great videos that you can watch and learn from. Just take a few minutes to hit the play button and get some some cool ideas from the clips.
Message From CEO to Customer-Video#1
Message To Client by CEO -Video#2
Now, I want to show you how you can easily write a persuasive and motivational letter or message to your clients using well-written speech examples. To make this easy to understand, I am going to share these two examples with you.
Afterward, I will break the second example down bit by bit so you can figure out what goes into writing a heartfelt letter or message to your customers. If you can’t wait any longer, then please scroll down the page and get your pair of eyes on the second sample.
Here’s the first speech: CEO letter or speech to customer examples
While the COVID-19 situation remains dynamic, we have been vigilant in anticipating and overcoming the obstacles it has presented. This is first and foremost a health crisis, and our thoughts go out to those who have been affected, whether directly or indirectly, by the virus in their communities.
We have continued to deliver for our customers, without compromising our employees’ safety. At the onset of the crisis, we took action to enable our employees to work from home. We have surveyed our employees and the feedback we received is that they have the necessary tools and technology to remain connected and productive while working from home offices.
At this time, we have partially reopened some of our offices, but are taking a cautious and measured approach to having employees return. We continue to monitor our workplaces and add COVID-19 safety measures based on guidance from the Centers for Disease Control and Prevention (CDC) and other government organizations. Our goal is to collaboratively ensure our employees, shareholders and those we work with feel safe and secure.
There are many uncertainties and we expect to experience unforeseen impacts, but from a financial and operational standpoint Ahtna is on a sound footing, which enables us to face the current circumstances with confidence.
Our companies are utilizing the Small Business Administration’s (SBA’s) Paycheck Protection Program and we have withstood this pandemic very well.
Our quick response to rapidly changing client needs has opened new doors for our subsidiaries and produced follow on work with current customers. As our customers shifted their focus to addressing COVID-19 issues and preparations, we were there to support them. You can learn about some of our recent COVID-19 support contracts here.
Ahtna Engineering recently finished the Ogliuga Island Remedial Investigation and Davis Air Force Base (AFB) Cantonment Area Removal Action work for the US Army Corps of Engineers (USACE). COVID-19 risk mitigation plans were developed for these projects to ensure federal and state compliance and the safety of our employees. The client was impressed with our ability to complete the remote field work on schedule.
The Alyeska spring/summer work we do under Ahtna Construction and Primary Products Company has begun without delay after the winter season projects came to a close. All of the June-start projects were approved by the Alyeska executive team and we received several new rivers and flood plains projects. Also approved was the 2020 Mineral and Mining scope that started after weight restrictions were lifted in late May. The additional pipeline work will add to our bottom line and create more work opportunities for our shareholders in the crafts.
A newly developed partnership with Stantec, Inc. continues to grow and create new opportunities. Stantec is an international professional services company with over 22,000 employees world-wide that provides professional consulting services in planning, engineering, architecture, interior design, landscape architecture, surveying, environmental sciences, project management, and project economics for infrastructure and facilities projects.
We have been collaborating on COVID-19 contracting opportunities, such as camp construction and support, and we are looking at other government contracts to team together on. Creation of a Mentor/Protégé arrangement with Stantec under the SBA’s 8(a) program is in the works.
There are two Ahtna subsidiary companies that have developed relationships with Stantec’s Government Services/Buildings and Infrastructure departments. Stantec has presented their capabilities on cutting edge digital tools to our subsidiaries, including remote sensing, geomatics/laser scanning, remote visualization/communications (virtual reality), and digitizing construction/inspection data.
We have learned many valuable lessons over the past few months, and I am incredibly proud of the resilience and flexibility our employees have shown in meeting our business and client needs during these difficult times. When things get hard, the Ahtna team pulls together, and we couldn’t do it without your support. Stay safe and take care of one another.
Tom Maloney, Chief Executive Officer
Now, here’s the second one: Customer Letter or Message to Clients
Please note: My analysis or comments are scattered throughout this second example. Please pause and reflect on it as you go through this sample.
First of all, I hope you are safe and healthy. Given the situation, I felt like writing down my thoughts in a message to all of you. I know, it is raining letters from CEOs and by now your inboxes and newsfeeds are probably flooded.
Still, I hope you’ll take some time to read this.
I am writing this letter from the seclusion of my own home. To be honest, it is the first time in years that I have been here for more than 24 hours straight. In the meantime, we have surpassed those 24 hours many times. And we know that there are many solitary days to come.
Commentary/Writing ideas: As you know by now, there are three parts of every writing piece or essay. Do you have any idea what they are? Ok, they include the introductory address, body, and conclusion.
Ok, let us put first things first. So, let’s start with the introduction or opening remarks.
As a rule of thumb, your letter or message from the CEO to your clients should be heartfelt, personal, and empathetic because your clients are going to receive stack of letters from family and friends and your words should be so engaging that yours occupy a prominent place on their table.
What’s more, if it’s engaging enough, your customer will always look forward to hearing from you.
That can only be possible if you strike a friendlier tone and not sound robotic as most CEO letters are known for. That said, you can really personalize your letter by including your customer’s name in the salutation.
Most letters or messages begin like these:
‘’ Dear Customer ‘’
‘’ Hello Cherished customers’’
Not bad at all. But, what if you substituted customer with the recipient’s name?
For example…Dear Mike...Wouldn't that resonate with the recipient?
Still on the introduction. While it’s quite common for most messages to begin with a note of gratitude. That's ok. But, it is by no means the only way to start your message.
Depending on the context and objective your letter or speech, you may use one or more of the following ideas as starters.
First, you can start with a very brief story. Suppose, you are informing your clients about your imminent departure as CEO, you can start this way:
37 years ago, I made a promise to serve your father (who was our first customer) and the journey has nothing short of rewarding. We were a very small company back then and I remember how hard we used to work as a family knowing that if we are to make people like you proud, then, that would depend on how committed we are to your safety and health…..
Did you notice how I weaved in that little story and mentioned the customer’s dad? I wonder who wouldn’t like to read such a letter. This particular example used a story too and you can see that here that demonstrated here:
‘’ I am writing this letter from the seclusion of my own home. To be honest, it is the first time in years that I have been here for more than 24 hours straight.’’
Second, if your company is experiencing some crises like a product or service recall, you can start off on an apologetic note. Here’s how I will start such a message if I had to recall one of my products.
''Hi Mark (do you remember the personalization tip I shared with you? That’s it in action here)
I am very sorry for everything. I am really sorry because I have let you down. For 20 years, you’ve been a valued member of the Fora family and we've come thus far due to your help and support. Well, when I learned that you were having problems with your newly purchased car, I bowed my head in shame.
Please just put the blame on me. You see, whenever we are done with production, we take it through…''
Did you notice how personal the tone is? I am sure you liked it!
Third, you can start with a joke to lighten the mood. Yes, I mean a good joke that brings smile on the customers face. You may begin with a nice joke you have ever heard from your own parents, friends or even grandparents.
If it's an inside joke, you can share it if it is in sync with the overall theme of your message.
Fourth, if you unexpectedly find yourself in a grim situation like Covid 19 , you should quickly send off a letter about what you are doing to keep your employees safe and what that means for the end user.
You see, the point of doing things differently is to make sure your message stand out so that your customer can always looks forward to hearing from a boss who truly has his or her best interests at heart.
Now, let’s get on to the body or content of your letter.
The body or content of your letter should be a natural progression or extension of the key points you raised in your opening address. Whatever point or idea you made in this crucial part of your story should highlight the effects of a distress on the customer or the benefits of a product offering.
For example, when Covid 19 hit everyone across the globe like a wrecking ball against a solid wall, Felipe Valdes the CEO of Tiaxa.com had this message for his clients.
’Dear Taixa Customer
As we enter our twelfth week in quarantine, I wanted to reach out to you in these bizarre and unprecedented days that we are living. I hope you and your loved ones are well and staying healthy. At Tiaxa, nothing is more important than the health, safety and continued success of all of our global stakeholders. These include employees, our customers, vendors and shareholders, all of whom we work with on a daily basis.
We have a massive challenge ahead of us, to help in the rebuilding, and make the most of the novel opportunities that arise in times of crisis.
I wanted to let you know that across our offices in Latin America and South East Asia, we continue to be fully operational with our 7×24 support as well as with all the new deployments that are in progress.
We have taken the necessary steps to ensure that there will be no interruption to our service platforms. Our continuity and readiness plans are in action, with our NOC’s in Santiago, Mexico City, Lima and Manila, and our globally distributed data centers. ''
Action Tip: To develop the body, you should first create an outline for your message by first writing down bullet points for the rest of your message. To get your creative ideas flowing, you should ask yourself this simple question: What message do I intend to deliver and what are the supporting ideas or stories that will go my main message?
Ok…that’s not all. Please let’s look at other parts of the body.
''It makes you think, doesn’t it? Humans are social animals by nature. We need and crave human contact. I spend my entire day video calling with all my teams and our customers, from the early morning until the evening. Yet, at night, I don’t feel complete.
I need human contact. I need care. I need my community. We all do.
I could talk to you about Corona, about the numbers and how it is impacting life and business. But enough media outlets are already doing that. I would rather talk about what this means for customer experience.
We are all customers, we still need to talk to companies and buy from them, only the way we are doing so at this point has drastically changed. Maybe your customers can't buy from you now, because you've been forced to shut down for safety reasons. Does the engagement stop there?
Given the need for human contact and our communities, we have to reflect on how we interact with customers at this time. People are bound to their houses and a lot of interactions are happening online, via email or by phone. It’s in these moments that as a brand you can make the difference.
We are all feeling a bit confused and we live in uncertain times. No one was prepared for this. We belong to generations who never knew real adversity, at least not in the same way as our parents or grandparents did.
In scary times we prioritise and process differently, and we have different needs on various different levels. Being aware of this will help organisations to communicate better and to adjust products and services to create the value that customers need right now.
A lot of companies are taking initiative to help out in any way they can. Think of Delhaize. Only a few years back this Belgian supermarket chain found itself in an identity crisis. Today, they are supporting their customers in times of need, and they are doing their absolute best to serve a higher purpose in these unusual times. A few examples
- They already had invested in additional convenience services like ordering online, pick-up points at their stores and house deliveries. When all hell broke loose, they encouraged their customers to use those channels as much as possible.
- They asked their customers to respect a new guideline so elderly people can access their shops first between 8 am and 9 am, as not to mix different age groups in their stores. This reduces the risk of infection and makes sure that elderly people can do their groceries too, without facing empty shelves due to hoarding behaviour.
- They communicate clearly and often about their supply chain, to put people at ease that there is no need to hoard, not even toilet paper 😉 – as do a lot of other supermarket chainsby the way.
- They don’t lose focus on their employees and recognise their value. They have limited the number of customers that can access the store at once, so their teams can restock shelves and can maintain a safe distance. They don’t accept cash payments anymore and have installed Plexiglas walls at the counters to keep their cashiers safe.
On top, they have formed an alliance with another big Belgian supermarket chain, Colruyt. Since medical staff and caregivers are working hard, long hours in our hospitals, they often only get to the stores when most of the supplies are already gone. Via this initiative, they will get priority access to the webshops of Delhaize and Colruyt, and the retailers will deliver their groceries for free close to the hospitals.
Another great example is Easyfairs, who is a customer of ours. As a big event organisation, they are struggling as all events are already cancelled at least until summer. So, they thought about how they can facilitate all of their venues and services in times of need in a way that benefits society. They decided to offer their locations to the government in case emergency care facilities need to be set up.
Right now, we’re living in the worst of times. But this also gives us time and space to focus on what matters most, and what we sometimes easily forget: the importance of the human connection.
So be the brand that stands out in keeping things human in these times when we need it the most. Listen to your customers, acknowledge their emotions, understand what they need most right now, and ask how you can offer value in tough times.
Don’t think about what your company wants, but about what people need.
Stay strong, and most of all, stay human, stay connected.
I promise you we will do the same.
See, hear and speak to you later. ''
Commentary/Writing ideas: The above is the conclusion remarks which is fairly easy to write. There are several ways to end on a cheerful note no matter what the company is going through. I am happy to share with you a few ways to wrap up on a strong note.
First, you can thank your clients for their love and support and loyalty.
Second, you can present a problem that your product solves and ask your customers to share it with family and friends. You may give incentives to those who do it.
Third, you can ask your customers to get in touch with you or share feedback or even solicit their opinions on what you think it’s the best way forward for your company.
Please Read This Time-Sensitive Message Only If You Really Want to Give a Unique And Memorable CEO speech in record time…ignore this if you still want to make the same boring speech every you speak
Let’s face it. Being CEO is one of the most stressful jobs on earth. So, you shouldn’t stress out about putting together a great speech which in itself can make you lose your sanity and create an extra burden on your shoulders.
We know most CEO’S are not great with words and we are giving you a chance to come up with something inspiring and memorable without pulling your hair out!
Want to get on board? You should by first filling out this simple and short questionnaire and we will help you out as these people experienced.
This is also another letter we got from an old client
Ok, Is This Offer For Me?
- Yes, it’s for you if you are overwhelmed by the pressures of work or other things and really don’t have the time to put a beautiful speech together.
- Yes you have to get on board; if you don’t know how to start or are not too sure if you can.
- Yes, if you are not too eloquent or not too sure if you are on the right track.
- Yes, if you feel writing and giving speeches is simply not your thing! You just hate it!
- Yes, if you are still struggling to find the right words and ideas to say something memorable.
- Yes, if you feel you might make some horrible mistakes!
- Yes, if you are a good writer or speaker but you still want someone to look over or review what you’ve come up with!
Need a speech in about 24 hours or less? Trust me, we can deliver! it doesn’t matter if you need your speech today, tomorrow, next week, next month ,next year,... we can make things work for you right now.
Ok, I am Interested, What’s the Cost?
You don’t have to give any $$$$ now!
Why? Are you guys serious? Are you not kidding?
No, we are very serious about this since we want you to be happy with your speech first!
After we have delivered your speech, then you name a fair price for it! That’s all! So, you better not joke with this amazing offer! We are very serious about this!
Oh Ok, How Then Do I Get Started Since I Want To Get On Board Right Away?
All you have to do RIGHT NOW is to click on this link to receive an easy-to-fill-in questionnaire in your email to get started.
- So, CLICK HERE TO GET STARTED NOW TO GET YOUR GREAT SPEECH NOW BY FILLING OUT A QUESTIONNAIRE— -you name a fair price after your speech has been delivered. So, you can have peace of mind! You just give whatever amount you want to.
- After that, we will send you a very short and simple questionnaire to fill out!
- Then, you have it sent back to us via email
- If something is not too clear, we will ask you to clarify.
- If not, we will send you a wonderful draft.
- Then, you look it over and tell us if you are okay with it or you want to amend it till you are happy with it — although we always get it right even with the first draft.
- Then, we ask you to name a fair price for it!
So, CLICK HERE TO GET STARTED NOW TO GET YOUR GREAT SPEECH NOW BY FILLING OUT A QUESTIONNAIRE — -you name a fair price after your speech has been delivered. So, you can have peace of mind! You just name a fair price for your speech.