The real emphasis should be on developing customer loyalty. Customer loyalty is the best barometer of future intentions. Satisfaction is based on what you did in the past. Loyalty portends what your best customers intend to do in the future. Earning customer loyalty is not just about rewards for doing business like the airlines and credit card companies.
Recent indicators suggest that loyalty is created via more customer contact and recognition.
A good example is Pier 1 Imports. They send a gift to their best customers when they move. You could do the same, within your compliance environment, of course. Sales keep you in business, but only marketing will keep you in sale. Few in the industry see or practice the difference between selling and marketing.