Showing your customers that you care and value their business is more important now than ever. But how can you do this credibly, and genuinely? The key is to have a reason to communicate (other than just simple appreciation).

Suggest and make helpful changes.
Improvements don’t have to be major; for example, call a client and ask if they would prefer to receive electronic rather than paper invoices. Ask if a different delivery schedule would help. Or ask if more – or less – frequent communication and status checks will help keep a project on track.

But don’t ask questions blindly. Take the time to be sure you understand the possible needs of your customer before you ask.

If you’ve recently implemented a new service, that’s also a great time to make contact. For example, if you’ve set up an online scheduling system, let your customers know! Stressing the benefits to your customers – because, really, they don’t care if the new system helps you better run your business – shows you’re committed to providing the best service you can. While you’re at it, consider running a promotion: Offer a discount to the first fifty people who schedule an appointment online, for example.

Above all, make it personal.
Which makes the bigger impact: The flowers you send your significant other out of the blue, “just because you care,” or the ones you send on an anniversary? Usually an unexpected gesture creates the biggest impact.

Look for openings to learn more about your customers. If a customer says, “I won’t need the project complete for a couple weeks… I’ll be on vacation next week…” use the opportunity to ask about their vacation. Jot down a few details, and next time you talk, ask how the vacation went.

In the end, showing you care takes time and effort – but that effort can pay off in long-term business relationships that survive and even thrive in uncertain economic times.