Occasionally, we can get swept up in all the newfangled methods for optimizing customer service. That can make us forget the basics on which all customer service is built. You may think, for example, that communicating to customers in a cordial way — whatever the medium — is rather obvious. But you’d be surprised at how few companies actually follow through. As a refresher course on how to treat your customers in a way that will keep them loyal to your business, consider these four tips:

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• Communicate clearly. Time is money. Don’t waste your customers’ time with jargon and clutter. Cut to the chase. Say what needs to be said. Your customers will appreciate it.

• Make an effort to understand. Learn all you can about your customers, their lingo, and how they do business. Having a complete picture of your customer will help you better connect with them.

• Educate your customers. Keep on top of business and industry news and send relevant articles to your customers. You will be viewed as a well-read partner who values his customers.

• Don’t forget to show the love. Why not send a birthday card to your most loyal customers? A customer retention strategy doesn’t have to break the bank, it just has to communicate that you care and value their business on both a professional and personal level.

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