Customer loyalty can greatly improve business

Developing loyalty among customers is a great way to increase business, and customer service training can help with that.

Linda Berke of US firm Taylor Performance Solutions in New York says that monthly newsletters, reminder cards and even holiday cards are good ways to show that you appreciate your customers' business.

Christopher Bean Coffee operates its own customer loyalty scheme, the Daytona Beach News Journal reports.

Each bag of coffee beans has a 'bean buck' on the back - customers collecting seven of these will get an eighth bag free. It is tricks such as this that allow businesses to convert occasional customers into regulars.

"On average, it's four to six times more expensive to get new customers than it is to keep existing ones," said Shep Hyken of Shepard Presentations, which is based in St Louis and specialises in customer loyalty. "You've already got them. They are a captive audience."