Customer loyalty is “the holy grail” of business.  Loyal customers will typically buy more from you — more often — and are less price sensitive.

But developing customer loyalty is more or an art than a science.

“Loyalty cannot be blueprinted. It cannot be produced on an assembly line. In fact, it cannot be manufactured at all, for its origin is the human heart-the center of self-respect and human dignity. It is a force which leaps into being only when conditions are exactly right for it-and it is a force very sensitive to betrayal.” – Maurice Franks

If you talk to most customers, they’re not really that happy with how they’re treated by most businesses that they have to work with. It seems as if good customer service is a dying art. But, as a business owner, don’t think for one moment that good customer service doesn’t matter. Good customer care pays for itself.

Here are ten ways to show your customers that you care that will help you develop customer loyalty.

1. Loyalty Discounts – You often see new customer discounts, but what about giving your long-term customers a loyalty discount? If just once a year you offer a few items at a deep discount to customers who have been with you at least six months, it will go far in making them feel as if you care about them.

If you’re like me, when you read that you immediately thought of the cable companies.  They are notorious for creating these spectacular bundles of services all wrapped up in a bow just for new customers.  It doesn’t matter that you don’t need or want all the services in the bundle…but you sign up for it because it costs less than the services you actually do want.  (Sound familiar?)

It seems that their only concern is customer acquisition…they have absolutely no desire to develop customer loyalty.  I have been so frustrated with  I would cancel my service if they didn’t offer some incentive to keep me happy.  I was told “go ahead and cancel.”  So I did.  Hello, Amazon Prime, Netflix, and magical HD TV antenna!

2. Thank You Notes – Writing thank you notes seems to have gone out of style, but you’d be shocked at how much a nice handwritten note will mean to your customers, and the customer loyalty it will develop. You will stand out to them and next time they need your products or services, they’ll think of that note.

It doesn’t have to be anything elaborate…just heart-felt.  I recently ordered an out-of-print book on Southern Herb Growing (yes, I’m going to try my hand at keeping basil, parsley, mint, cilantro, and who-knows-what-else alive…wish me luck!)  To my surprise, inside the book, along with my invoice, was a simple hand-written card.  It not only made me feel valued as a customer and a person…it let me know that they take pride in their products and their business.

3. Remembering Special Days – If you’ve collected information on your customers such as birthdays, anniversaries or other special days, drop them a card in the mail. It’s also a good time to give them a birthday discount.

This really hit home for me when I hit one of those “milestone” birthdays…you know…one that ends in a “0.”  I received a TON of “happy birthday” emails, texts, and Facebook messages, and was given a bunch of cards…and I received 3 cards in the mail.  One from my mom.  One from a friend.  And one from Southwest Airlines.  As a marketer, it made me realize the impact that a business can have on an individual in a very personal way, and one of the best ways to inspire customer loyalty.

4. Referral Rewards – Your happy customers will likely tell others about you anyway, but why not encourage the process by offering referral rewards. You can offer a percent off future services or a free gift…either from your business or something that has nothing at all to do with your business; it’s up to you. All will be appreciated.  After all…who doesn’t like to receive gifts?  (Not me…I am always happy to receive gifts!)

5. Prompt Service – Another way to make your customers feel cared for is to offer very prompt service. Treat their work as if it’s your sole priority and get it done on time or early. They will notice how you treat them.

At the very least, acknowledge your customers promptly.  I remember a time when my husband and I first started dating and we went to a pub for dinner and drinks.  Not only were we not acknowledged when we walked in and sat down…we were completely ignored for 20 minutes before we left.  Now when I say we were ignored, I do mean ignored.  They saw us.  Repeatedly.  Walked past us.  Even glanced in our direction.  Nothing.  We left and never went back.  Too bad…because it’s also where we had dinner on our first date.

6. Going the Extra Mile – You’ve heard the saying to “under promise and over deliver” before, but it cannot be said enough. If you can go the extra mile for your loyal customers, they will notice. Even if it’s just something really small, they’ll notice and feel cared for.

When it comes to going the extra mile, I always think of the now-defunct Saturn brand of automobiles.  I loved my Saturn!  I could kick the doors and they wouldn’t dent.  It got good gas mileage.  The dealership washed and vacuumed my car every time I went in…and they even sent birthday cards…to my car.  They always went the extra mile.  Sure, they’re out of business now, but they built a brand with one of the most loyal followings I’ve seen.

7. Personal Service – Don’t treat your customers like an account number or a sale. Call them by name, and personalize your correspondence to them. By simply calling clients by their name, and making each service you provide feel special, your customers will definitely feel cared about.

I’ve been traveling since I was a baby.  And in all those years of travel (decades!) I recently experienced something I never had before:  when boarding a Southwest Airlines flight, I handed my boarding pass to the gate agent, and she said “Thank You Stacy.”  And I heard her say “Thank You Bill” to the gentleman behind me.  It took a moment for me to register what happened, and then I thought, “WOW!”  It’s a small thing, but it certainly left a lasting impression.

8. Ask for Feedback – People love giving their opinions about things. But, often they will not do it if they’re not asked. At least quarterly, send your customers a survey to ask them how you’re doing and how you can do better. Then, if possible, implement something suggested.

Sending a survey not only makes customers feel like their opinions are valued…they may also lead to the development of new products and services your customers want and are willing to buy.  So these surveys are not only good for developing customer loyalty with the customers you already have…they are also good for finding new ways to attract new customers with new products and services.

9. Pay Attention to Detail – Very small details often go unnoticed by workers, but not by clients. If you pay attention to the small things, they’ll notice – even if the small thing you paid attention to has nothing to do with the work. Perhaps you noticed an article in the paper about your client. Clip it, congratulate them, and mail it.

Sometimes a simple smile is all it takes to change someone’s outlook on life.  Pay attention to your customers and your surroundings.  Find ways to connect with your customers in ways that appeal to them.

10. Be a Resource – Let’s face it…we can’t be everything to our customers. They need products and services we simply cannot deliver. Therefore, instead of just saying no, say yes by recommending someone who can give your customers what they need. When you become a resource to your customers, they’ll become loyal to you because they know you care more about them than the almighty dollar.

People have so many other options available to them today that they really don’t have to patronize your business. Customers can and will go elsewhere if they are not happy…and it costs a lot more money to find a new customer than to keep one. Therefore, you should go out of your way to keep good customers happy by showing them that you care.

P.S. For a simple customer loyalty system that delivers personalized, handwritten cards and gifts to your customers, check this out.