Growing a loyal customer base is the subject of countless books, articles, discussions and speeches. Is it really that hard? I don't think so. I think we all can count numerous ways we were let down as customers or clients. Doing the opposite of that is one way. But we also probably notice customer service that really stands out.

Know your customers by name. Encourage your staff to recognize them when they come in the door. Learn THEIR story in addition to touting your own.

Take an extra step. A friend loves Jiffy Lube because they vacuum her car when they do an oil change. A recent visit to a local mechanic who did an oil change and $850 worth of work did NOT include a vacuuming. Even though the local mechanic is closer, guess where she'll go for her routine oil changes?

Communicate. If you are in a service business, let your customers know what's going on with their project. Even a quick email letting them know what the status is reassures them. If you are in a retail business, communicate through proper signage and a well laid out store, clear pricing, accessible shopping baskets (put them all over, not just at the front door).

Keep your word and meet deadlines. IF you cannot, call the customer or client and let them know why and do not make a habit of promising delivery times you cannot meet.

Under promise. Over deliver. Amazon.com does this routinely with shipping.

Surprise them! The element of good surprises is a powerful thing. Another friend was at Borders at closing time with a huge stack of magazines. He could have left them in a pile on the table but was putting them away. The manager saw him, thanked him and gave him a $5 gift certificate (NOT a $5 off coupon). Zappos surprises random customers with free upgraded shipping.

Be warm and kind. Set that culture in your office for your whole staff. Do not tolerate grumpy, rude employees. They ruin the atmosphere for their co-workers AND customers.

It isn't hard to create loyalty. It takes good common sense. What are you doing to go that extra mile? Our readers would love to hear your stories!