by Ann E. Smith

Created on: May 21, 2009

Whether you are a retailer or a travel agency, your market is highly competitive these days. Customers have access to all kinds of information, including price comparisons online, and are less likely to be loyal to any given business.

Yet businesses need to build a strong customer base. Their repeat customers are important to their bottom line.

Given today's highly competitive environment, how can you improve customer loyalty? Below are some tips on how to maintain a loyal customer base.

* Provide consistent and high-quality customer service.

One of the best things you can do to build and retain a loyal base of customers is to consistently give them excellent service. It's the real key to success, especially in a society in which people are finding it harder to find decent customer service.

If you own a restaurant, treat your diners as if they are family members. Welcome them with a smile. Call them by name. Do not rush them through their meal.

If you work in a boutique clothing store, take the time to get to know they style of clothing a regular shopper prefers. Then when that shopper visits your store, you will be prepared to show them new arrivals they may really like.

By taking a personal touch with customers, you will make them want to do business with you. In a highly impersonal world, you can stand out by remembering to treat your customers well.

* Offer loyalty rewards.

Customers like to feel special, and they love to be rewarded for giving their business to a store or restaurant. As the retailer, you should put programs in place to reward loyalty.

Many large retailers and banks offer loyalty programs. For example, if you use a credit card to do your shopping, you can earn points. These reward points can later be redeemed for cash or other items.

Loyalty programs are hugely popular, and they are a great way to drive repeat business. Customers like to feel that they will get perks for spending their money with you, and a loyalty program helps them get those perks.

* Seek customer input.

Have you ever been to a restaurant and noticed the owner walking around to each table? If so, you probably enjoyed the attention of the owner. He came to you and thanked you for eating at his restaurant. And, he asked you about your dining experience.

When you left, you felt good about things. You now knew the owner. He listened to your suggestions about a certain item. You feel a connection. And, that connection will likely bring you back to this particular restaurant.

If you are trying to increase customer loyalty, then this example provides one way to achieve that goal. Talk to your customers. See if their needs are being met. Find out how you can improve their experience with you.

* Offer competitive prices.

One final way to drive customer loyalty is to offer competitive prices. In today's economy, people are looking for the best deal. They may enjoy the way they are treated at your business, but if they cannot afford the pricing, they will not return.

Along with competitive prices, make sure you are easy to do business with. Customers do not want a hassle if they need to return something. Make sure you know how to accommodate your customers in the event they need to have something adjusted or returned.

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