Any business owner, regardless of the type of business they run, needs to think about retaining their customer base. Your clientele is the backbone of your business, and the thing that makes your company succeed and thrive. A huge portion of your attention should be focused on maintaining good relationships with the people your business serves. It helps to develop a customer loyalty program strategy.

This strategy can be organized in different ways. Every business may articulate their principles differently, and certain aspects of customer service will receive more or less attention depending on the type of business. For instance, in a retail environment, a rewards program may be especially valuable, whereas a doctor's office will need to pay special attention to the attitudes of its employees. Here are some general aspects and ideas that can help in developing a base of clients that will come to you, and not to your competition.

The relationship that your clients perceive with your business is key. They want to feel that they are valued, and not just another number on a sheet or name on a checklist. You want to create a welcoming environment when they walk in. The physical space should be clean and well-organized, and the staff should be friendly.

Some businesses, especially retail chains, employ "greeters" to welcome people at the door. However, this often backfires, because the greater becomes tired, resentful, and burnt out on greeting. A better idea may be to simply prepare all employees to be welcoming and approachable. As long as someone looks up and greets people with a smile when they walk in, they will feel valued.

In addition to being approachable, employees should seem professional and competent. This means that management needs to place them according to their skills and, to a certain extent, their preferences. A shopper who approaches an information desk and is greeted by someone who is miserable, or who is brand new to the job and knows nothing about the store, will be less likely to return. Employees should be properly trained and placed in positions where they feel comfortable.

Another way to maintain a relationship with clients is through a loyalty program strategy. It can be as simple as offering them a free coffee after they have purchased ten at the regular price. However, the more frequent and the more impressive the rewards, the better the program will meet its goal of increasing visits.

Another good idea is to give customers the opportunity to express their preferences. A survey upon exit is one possibility and is definitely a good plan for restaurants or retail outlets, who serve hundreds of customers a day and do not keep a record of their contact information. However, follow-up calls or emails are a more personal touch and are a wonderful tool for smaller businesses who keep their client's information on file.