Why only gifts for new clients?

So, a message to companies who give incentives to new clients: consider to stop it as soon as you can! Use the energy and the budget to surprise your loyal customers. Wouldn’t it be great to get a message from your bank, saying: ‘Hi, great that you have been around for 5 years. To thank you, we give you…’. It can even be simpler: send them a card on their birthday with a small surprise attached to it.

The core is: show loyal customers that you care and that you appreciate their loyalty. The effect will be great: they will change from loyal customers into brand advocates that will drive your business.

Anyone with some good, pragmatic ideas on how companies can show their appreciation towards loyal customers?