A thank you letter

This is in response to receiving a new filter kit for our Falsken Water System that removes hard water deposits from the water before it enters our on-demand hot water heater. The text below was emailed to them. I’m placing it here because I thought it deserved more exposure.


To Whom It May Concern,

I am writing to you after receiving your tHT-20RF replacement filter for our Heater Treater 20. This is the third replacement cartridge we’ve purchased from your company. I have to say I was pleasantly surprised by the packaging. Previous replacement filters came pretty bare-bones, but this one was obviously a well-thought replacement kit. It included instructions, a new o-ring, and even a little silicon lubricant packet. Opening the box (which is also new packaging) was a wonderful surprise. A bit like expecting a Chevy and finding instead a Cadillac. So good job.

But here is the reason why I am writing. Upgrading a product like this is nice, but not always necessary. As your marketing director will no doubt tell you, I am considered a “captive customer,” that is I have already purchased your product (a heater treater, demanded by our plumber as a condition of installation for on-demand heater), and I’m not likely to purchase another. Short of buying a new home we’re pretty much heater treatered up. Sales of incidentals, like replacement filter cartridges, are probably not a big profit center for you, and they certainly don’t generate more profit by adding “goodies” in with the filter.

What this tells me is that someone in your company decided to upgrade your replacement filters, and did so against most of the advice they give you in business school. Even now I bet you have a bean-counter somewhere in your company telling you this was a bad business decision. Well I’m writing to you to tell you different. This was a brilliant move, one I hope more companies will emulate. Whomever made this decision should be congratulated. I used to be a captive customer, now I am a loyal one. This is an important difference, and well worth the extra money you spent on me. Dollar for dollar, this is damn good marketing.

Signed, a very thankful customer,

Eric Tolladay

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