The ROI of Gratitude: Why Appreciation Is a Powerful Customer Retention Strategy

Written By Peyton Sides

Thanksgiving is one of my favorite times of year, but not for the reasons you might think. There’s nothing I love more on this day than rewatching the iconic Friends Thanksgiving episodes.

It’s a tradition that’s been around in my family for as long as I can remember. Although it might not be as traditional as baking a pumpkin pie or running a turkey trot, it’s still one of my favorites. From The One with the Football, to The One with Chandler in a Box, every episode is different and iconic in its own way, but there’s one thing they all have in common: at the end of each episode, everyone ends up back around the table, flaws forgiven and gratitude restored.

In marketing, consistency like that builds connection, and connection drives conversion. The businesses that make gratitude part of their rhythm, not just their season, see real returns in loyalty, referrals, and retention.

Gratitude as a Growth Lever

Gratitude is one of the simplest ways to strengthen your marketing, yet it’s often the most overlooked. Businesses spend time planning campaigns for awareness, acquisition, and conversion, but rarely for appreciation. The follow-up after the sale, the thank-you after the feature, or the acknowledgement after the milestone are what turn one-time customers into long-term relationships. . A “thank you” might not show up in your analytics dashboard, but it shows up everywhere that matters.

When Thankfulness Becomes a KPI

Companies that intentionally build appreciation into their client experience often see higher retention, stronger referrals, and greater long-term loyalty. Staying top of mind doesn’t come from louder marketing, but from meaningful, intentional touchpoints  that build trust.

Metrics like Net Promoter Scores (NPS), client renewal rates, and referral volume often point to the same truth: people stay loyal to brands that make them feel valued. Gratitude doesn’t replace strategy, it reinforces it.

How Appreciation Shapes Culture and Reputation

The most successful organizations treat gratitude as a core value, not just a marketing campaign. One of our longtime clients just celebrated a major milestone — 90 years in business — with messaging that focused not on growth charts or production stats, but on people.

Every element  of their anniversary communications placed the focus on appreciation — for the employees who built the foundation, the partners who helped them evolve, and the community that’s supported them along the way. That tone of gratitude didn’t make them look soft; it made them look strong. It reflected confidence, humility, and purpose — the same qualities that attract both loyal customers and future talent.

When gratitude starts inside the organization, it naturally shows up in every message that follows.

Designing Gratitude into the Client Experience

Gratitude shouldn’t live in a seasonal email or a single social post. It should be woven through your communications strategy as you create it, not thrown in as an afterthought. 

That’s where a strategic partner can help. At Kwedar & Co., we build systems that make appreciation part of your rhythm through:

  • Client communication strategies that include post-project follow-ups, milestone acknowledgments, and retention touchpoints

  • Email and content marketing plans that nurture relationships long after the sale

  • Thought leadership and PR support that recognize team wins and partner collaborations in authentic, brand-aligned ways

  • Internal messaging frameworks that help leaders communicate appreciation consistently across teams and departments

Predictable, Purposeful, and Always Back at the Table

The Friends Thanksgiving episodes may be predictable, but that’s what makes them comforting. You know that no matter how chaotic the story gets, it always ends with everyone back around the table. Marketing strategies are the same. The campaigns, platforms, and tactics may change, but connection never goes out of style.

The brands that remember to say “thank you” — sincerely, consistently, and strategically — are the ones people keep coming back to.


About The Author

Peyton Sides is KCo’s Digital Marketing & PR Assistant, known for producing fresh ideas, keeping projects on track, and jumping in wherever she’s needed. A graduate of Tarleton State University with a degree in Communication, she moved into her role full-time after a standout internship.

In her role, Peyton supports content development, public relations research, and marketing execution. She helps turn strategy into action — whether that means translating ideas into scroll-worthy posts, pitches into opportunities, or timelines into organized plans.