Rob Tolley is the CEO of Global Speciality Underwriters LLC, Dubai, a company that specialises in underwriting specialist lines of facultative reinsurance business on behalf of rated reinsurers. This presentation will share strategies to give back to customers, exploring the reasons why doing so is critical to business success.

1. ROB TOLLEY
LONDON
CEO and Co-Founder of Global Specialty Underwriters
How Can Businesses Give Back to
Their Customers & Why Is It
Important?

2. How Can Businesses Give Back
to Their Customers & Why Is It
Important?
Rob Tolley is the CEO of Global Speciality Underwriters LLC, Dubai, a company that
specialises in underwriting specialist lines of facultative reinsurance business on behalf
of rated reinsurers. This presentation will share strategies to give back to customers,
exploring the reasons why doing so is critical to business success.
Customers are the backbone of any successful enterprise. A founder can come up with a
winning product and business model, but without customers any business is doomed to
fail. Forward-looking companies recognise the importance of showing appreciation for
those who back their business, rewarding loyalty, forging stronger connections with
customers and ultimately creating the edge needed to grow in increasingly competitive
marketplaces.
In terms of giving back to customers, businesses have a range of options to choose from.
The most appropriate option will largely depend on the size of the business and its niche.
Options include:
• Sending a handwritten thank you note or a gift
• Hosting customer appreciation events
• Operating loyalty schemes
• Creating posts on social media expressing gratitude to customers
Showing customers appreciation can be a simple yet surprisingly effective endeavour in
terms of instilling customer loyalty and goodwill.

3. How Can Businesses Give Back
to Their Customers & Why Is It
Important?
Giving back enhances the customer experience, keeping clients happy and
satisfied and encouraging them to keep coming back. Initiatives like loyalty
programmes help businesses to build a loyal customer base, keeping long-term
clients in one place, with a report from Smile.io indicating that while repeat
customers typically represent just 8% of a site’s traffic, on average, they account
for 41% of revenue
A particularly effective conduit for companies to give back is via their employees.
By offering staff perks for referrals or sharing posts on social media, businesses
not only incentivise their employees but also enhance their reputation.

4. How Can Businesses Give Back
to Their Customers & Why Is It
Important?
Whether a business is in the start-up phase or has become a multinational
organisation, building and retaining a loyal following is integral to success. It is
therefore crucial for businesses to ensure they keep long-term clients happy by
giving back, helping to maintain healthy client relationships and encourage
customer retention.