Customer appreciation is a way to show customers that the business thinks about them and is grateful for their cooperation and trust towards the products or services. A customer appreciation strategy is a marketing strategy adopted by businesses to appreciate their loyal clients.  This strategy influences customer faithfulness, which led to the increase in sales and future deals. All businesses from different industries are using this method to attract more customers as well as secure current clients. ATC Furniture, an outdoor and wicker furniture company in Vietnam, also regularly hosts events to appreciate the company’s customers. The strategy will help the business build a more stable, long-term relationship as well as promote its products (poly rattan/bamboo outdoor furniture and water hyacinth indoor furniture) person-to-person.