We all know the price of obtaining a new customer is much more than keeping an existing one.  Customer loyalty is extremely important to the growth and sustainability of any business.  Customer satisfaction is a good base, but does not guarantee repeat business.  You may think you landed a loyal customer, and never hear from them again.  Why does this happen?  

Many customers are lost due to indifference.  Although they were not unhappy with the service they were given, they were not overjoyed either.  Indifference is the result of neglect and is almost always the business' fault.  A satisfied customer turns into a loyal customer, and a loyal customer means less money spent to gain new customers.  Here are a few ways in which any business, large or small, can help turn an indifferent customer into a very satisfied one:

1. Listen.  Take the time to let the customer explain his or her needs to you.  Really listen and and pay attention to those needs.  This will eliminate the possibility of trying to sell them something they are not really looking for.
2. Be honest.  After assessing their needs, if you realize they are looking at a product that will not suit them, tell them.  Don't just let them buy it to make a sale.  Odds are, they will be thankful for your honesty and ask what else you would suggest.  Honesty will almost always produce a repeat customer.
3. Express gratitude for their business.  Take it a step further, and write them a thank you note.  It shows you genuinely care about how things are working out for them.
4. Stay in contact.  In this high tech environment, staying in contact is simple.  Emails and e-newsletters are a great way to stay in touch, but even better, and more personal, are phone calls or letters.
5. Be realistic when making promises.  This goes hand in hand with honesty.  Don't say "this will last forever" when you know someone returned one last week, because it broke.  Also, remember it is better to promise less and over deliver, than to promise more and produce less.  Don't get the customer's hopes up when you know the promise is not very likely to come true.