"I get [letters] from customers ... when their odometer turns over to 200, 300, 400. I also get letters from consumers who are unhappy about something, and I respond to every single letter I receive. To me, this is such a special business."
"What really made me respect this woman, who I am a complete stranger to, was the personalization of her response. She not only acknowledged my request and respectfully declined, but she took the time to encourage my pursuit and commended me on my efforts."
General Motors CEO Mary Barra maintains a practice of personally responding to every letter she receives, writing responses by hand despite leading a major automaker and having access to AI tools. The letters come from diverse sources including loyal customers celebrating vehicle milestones, schoolchildren concerned about plant closures, and unhappy consumers. Barra views this intentional communication as integral to her role and has maintained this habit throughout her career at GM. Her personalized approach creates meaningful connections with stakeholders, making the executive office feel more accessible. This practice demonstrates that thoughtful, individualized responses can foster lasting respect and brand loyalty, even from complete strangers.
Read at Fortune
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