It’s that time of year again. Time for businesses to attempt to win over our hearts with complimentary cookies and the melodic sounds of holiday cheer piping through the loudspeakers. The problem is, they are forgetting what most of us need more than ever right now—time.

It’s a simple gift really, but something that so few companies really embrace. I was talking with a coworker who shared his recent experience with a well-known and respected hotel. After staying at the hotel, he received not one, but three requests to fill out a survey about his experience—none of which contained any enticement to give up his time. Now, don’t get me wrong, gauging satisfaction is essential to optimizing the customer experience. However, there’s a fine line between engaging and annoying. If you’re asking customers to take time out of their busy lives to provide meaningful feedback, give them something in return. In this case, the ‘offer’ didn’t even have to require a substantial investment. In fact, it could have been packaged in a way that would encourage additional stays through bonus points on a reward program membership, or 10% off a restaurant purchase in a future stay. The point is, it’s a gesture, recognizing that a person’s time is valuable. And, should that person be too busy to fill out the survey, respect their right to decline. Bothering them with repeated requests will do nothing to bolster good cheer about your brand.

And, while we’re on the topic, respecting your customers’ time is something that shouldn’t just be reserved to your follow up communications. In fact, it should be an essential component to any company’s customer service commitment. On two recent occasions, I’ve found myself arguing with customer service representatives about hassles that could have been easily avoided. When it takes five business days for a transaction to post to my online account or seven days to get a new ATM card to access my own money, it’s an unnecessary inconvenience. And, even if it is the result of some unalterable company policy, telling your customers they are unjustified in their frustrations should never be a part of company policy. An empathetic ear, a simple apology, and even the smallest gesture of good will can go a long way toward making a brand experience all the merrier.

So, when you’re racking your brain for the perfect gift to give your customers or clients this holiday season, consider the gift of time. It’s one-size-fits-all. You don’t have to wrap it. And you can bet it’s a heck of a lot more useful than a fruitcake.