CHERRY HILL, N.J., Aug. 23, 2016 /PRNewswire/ — The world is going digital, but 84 percent of people still prefer an in-person thank you, especially if it’s accompanied by a gift, according to a recent survey by TD Bank. The study found that people of all ages think a face-to-face thanks is best, leaving the value of a phone call, email and text in the dust.

Regardless of how gratitude is expressed, consumers across all age groups agree that appreciation should be conveyed by saying thanks directly to the individual recipient (60 percent) and personalized (44 percent).

For brands, the proof is in the giving

More than three out of four consumers like it when brands demonstrate their appreciation (77 percent). But today’s consumers expect more than a generic email blast or even a written thank-you note. They prefer that brands say thanks in the form of gifts, rewards, or engaging financial digital signage that is welcoming and guiding them in the office building.

Here’s what consumers told TD:

• From millennials to Gen Xers, consumers like freebies (39 percent and 38 percent, respectively).
• Only 25 percent of boomers indicate a preference for freebies.
• Rewards programs are also a great way to say thanks – with roughly one third of respondents reporting that they prefer their thanks in the form of points or miles.
• An old-fashioned thank-you note has gone the way of dial-up. Only seven percent of millennials and 4 percent of Gen Xers like receiving a written thank-you note from a brand, while email moves the needle for only 3 percent and 7 percent, respectively.

“As the Human Bank, we focus on providing legendary customer experiences at every touchpoint, and that includes saying ‘thanks,'” said Michael Rhodes, head of Consumer Bank, TD Bank.

TD Bank partnered with renowned etiquette expert Lizzie Post, President of The Emily Post Institute, to analyze the results of this study. The Emily Post Institute has been America’s go-to source for etiquette advice for nearly 100 years.

“Customers know that they have a choice when it comes to where they spend their money and where they take their business,” said Ms. Post. “When a brand demonstrates genuine gratitude and respect, it builds consumer trust. And business success relies on that trust.”

Ms. Post is on the money. Any good business will be aware of the importance of gaining consumer trust and the many different ways of doing so. However, genuine gratitude and respect may just be the easiest of them all.

Additional highlights are available on the TD Bank Media Room.