When Recognition Comes at the Right Moment
There’s something undeniably powerful about being recognized when you least expect it. Not through a formal review, or a scheduled team meeting, but in the quiet moments, mid-shift, mid-flight, mid-effort, when someone simply sees you.
That’s what came to mind recently when United Airlines sent me a set of six cards designed for customers like myself to hand out to their employees. These cards serve as tokens of appreciation for team members who go above and beyond. It’s not flashy. It’s not loud. But it’s surprisingly thoughtful.
The cards arrived around Christmas, a time when most companies are leaning into customer gifting. But United flipped the script. Instead of sending something just for me, they sent something I could give to someone else, someone on their team. A financial incentive is attached to each card, so there’s more than just a thank you at stake. There’s recognition, reinforcement, and a small reward all wrapped up in a moment of interaction.
Placing Recognition Closer to the Behavior
It’s a clever model. As a customer, I now have the ability to directly encourage the type of service and behavior that makes travel not just tolerable but enjoyable. And when I think about how this plays into culture, it’s even more interesting.
These cards aren’t signed. There’s no fanfare. They’re meant to be given anonymously, which removes any perception of strings attached. It’s not “I see you and now I expect something from you.” It’s just “I see you.”
That shift matters. When recognition is delivered close to the moment of effort, and without hierarchy attached, it feels less transactional and more human. It reinforces behavior without turning appreciation into performance theater.
Designing for Follow-Through, Not Just Intent
Of course, the execution isn’t perfect. Like many well-intentioned programs, the friction sits in the follow-through. How many people are actually going to remember to bring the card, fill it out, and hand it to a flight attendant? I almost didn’t.
I saw it on my desk just as I was leaving for a flight to India for our annual leadership retreat. I slid it into my travel bag with the intention to carry it moving forward. That’s not something I normally do with branded customer service paraphernalia.
But the act of intending to carry it, that stuck with me. It reminded me that appreciation is a habit, and most of us just need a tool or two to make it easier to practice. I’ve had flights where I’ve seen United team members make magic out of mayhem, especially when delays or chaos are swirling around them. And I’ve wished I had a quick way to say thank you.
Would it be more convenient to recognize someone in the app? Without a doubt. But there’s something tactile and personal about handing someone a note, even if it’s branded, even if it’s small.
It’s the same reason many of us still hand employees their holiday bonus checks instead of just depositing the money. The gesture adds weight. The paper means something. It creates a moment.
Recognition programs don’t have to be complex, but they do need to be intentional. They should create the kind of environment where people want to go above and beyond, not just for the reward, but because the culture supports it. When those rewards are visible, immediate, and connected to real behavior, the message is clear, what you do matters.
Not every gate agent will greet you with a smile. Not every TSA line will feel like a walk in the park. But when someone makes an effort to brighten your day, it’s worth noting. More than that, it’s worth building into the system.
