The recipe for repeat business

By The Coffee Shops®. 

How small customer service habits build long-term client loyalty. 

Recently, National Women in Roofing (NWIR) executive director Katie Bodiford shared some personal insights she’s gained over her career. Specifically, she explored how a brief, thoughtful conversation can create a loyal customer while one poor interaction could cost you their business. In her words, “You can have the best product, the best price and the best people in the business — and still lose a customer over one lousy interaction...It’s rarely the grand gestures that make the difference. More often, it’s the tiny things.” 

What do these "tiny" things refer to? It could be as simple as remembering a customer’s name or not returning phone calls in a timely manner. These small actions are what show your customer “how easy — or difficult — [it is] it to work with you.” Here are five examples that Katie shared of how to incorporate these small moments of care into your operations:  

1. Use someone’s name. This makes an exchange feel personal and shows that you are listening. 
2. Ask questions. A simple “What can I do to make this easier for you?” shifts the focus toward removing unnecessary steps, repeating less information and anticipating the next question. 
3. Balance honesty with follow through. When an answer is not immediately available, replacing “I don’t know” with “I’ll find out” keeps the conversation moving. The commitment becomes meaningful when it is paired with follow-through. 
4. Be clear about timelines. Instead of simply promising to respond, explain when the customer can expect an update. If the answer is still unavailable at that time, reach out anyway. Letting people know they have not been forgotten can be as important as solving the issue itself. 
5. Continue the conversation. Rather than directing someone to another department and ending the conversation, introduce the appropriate colleague, provide context and help the customer avoid repeating the full story. 

These are just five examples of how you can level up your customer service with small, intentional actions. Because at the end of the day, “Great customer service isn't about being perfect. Things go wrong. Orders get delayed. Mistakes happen. Emails get missed. We're human. What matters is how we respond.”