It's no longer the domain of a few clever companies which have made it synonymous with their names. No business, whatever its size, can afford to take customers for granted, because it's without question a buyer's market and becoming more so every day. To succeed, you must give your customers what they want, not what you think they want. And as you never know who might eventually become a customer, that means providing courteous, friendly service to your suppliers and others with whom you come in contact, as well as current customers. If you want to keep customers coming back for more, practicing the Golden Rule has never made better business sense.
Customers also tend to gravitate toward a company or group of people they like.
Plus, most customers have a strong tendency to stick with businesses with which they are familiar, and are slow to change buying habits unless given a very good reason. However, when they are displeased, even by a small disappointment or discourteous word, various surveys have revealed that customers tell from seven to 11 people about their dissatisfaction. Profit from the ideas, suggestions and complaints of your present and former customers. Talk and meet with your customers. Learn their attitudes, what they want and what they dislike.