Tips to keep your customers coming back

When a customer says your business “goes the extra mile,” it’s more than a compliment, it’s a signal you’re doing something many companies overlook: building real relationships.

In today’s environment, good customer service is appreciated, and it turns relationships from transactional to transformative. One key is if a problem arises, you fix it or do the best to remedy any issue for a satisfactory outcome. Strong customer relationships revolve around being proactive, consistent, and rooted in genuine care. And they matter, because they can directly drive growth and revenues.

The numbers make that clear. Studies show the probability of selling to an existing customer can be as high as 75%, compared to as low as 5% for a new prospect and it can be expensive for new customer acquisition. Also, existing customers are far more likely to try new offerings. In practical terms, that means trust reduces friction and lowers the cost of doing business.

So, what separates businesses that simply serve customers from those that truly connect with them?

First, they stay in touch — with purpose. Communications should be occasional and not only about promotions. The most effective businesses use email, social media, and even surveys to share insights, offer guidance, and help customers get more value from what they’ve already purchased. That shift, from selling to serving builds credibility.

Second, they respond — and they mean it. Whether it’s a glowing review or a pointed complaint, acknowledgment matters. Surveys show nearly nine of 10 consumers are more likely to choose a business that responds to all reviews. Silence, on the other hand, erodes trust quickly. If ignored, customers can perceive that a business might care so much about them.

What’s different about collecting and acting on customer feedback is it can proactively alert you of their expectations. How you gather that feedback and how often it’s collected depends on what works best for your business. Online surveys seem to be the go-to route for many companies. The important thing is that you activate the feedback you receive. Use it to improve processes, interactions, and outcomes.

Third, they keep their word. Mistakes happen. What defines a business is how it handles them. Clear communication, quick action, and a visible commitment to making things right often strengthen relationships rather than damage them.

Fourth, they show appreciation. Loyal customers should never feel taken for granted. A handwritten note, a small, unexpected perk, or a thoughtful loyalty program can turn satisfaction into advocacy.

Finally, they listen — and act. Collecting feedback is only half the job. The real value comes from using it to refine processes, improve experiences, and anticipate needs before they become problems.

At its core, going the extra mile isn’t about grand gestures. It’s about consistency, authenticity, and follow-through. Businesses that embrace that mindset don’t just gain customers — they earn advocates. And it is often said, the powerful adverting is customers sharing satisfaction by word-of-mouth. And in the long run, that can be a big factor in what sustains both reputation and revenue.

• Steve J. Bernas is president and CEO of the Better Business Bureau and can be reached at Sbernas@chicago.bbb.org