Your reason for being in business is to serve your customers. That means your decisions, policies, and procedures all must be tied to excellent customer service standards, says Kevin Stirtz, a speaker and trainer and the author of More Loyal Customers: 21 Real World Lessons to Keep Your Customers Coming Back. If you create a culture of service in your company, he adds, customer loyalty will follow. Here are four more tips for better customer service:

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1. Use a daily reminder. Help your employees maintain great customer service standards every day with a small reminder. Maybe it’s a promise you make to your customers, or a company motto, but always keep it top of mind.

2. Catch employees in the act of delivering amazing service. Watch your staff. When you see them delivering amazing service, notice it and thank them. Tell others about what you witnessed and encourage all your employees to do the same.

3. Make it easy and convenient for customers to give you feedback. Create several different ways for customers to tell you how your company is doing. Posting feedback forms on your Web site is a must, as well as distributing survey cards or conducting an online survey. Make sure you address these three questions: What do customers want from us? How are we doing? How can we improve?

4. Make it personal. Find ways to give your customers a personalized experience when they do business with you. An easy way is to recognize them. “Our local coffee shop has thousands of customers,” Stirtz says. “Every time I walk in someone greets me. The owners remember my name. They chat me up a little, and when I leave, they always wave goodbye. And it makes a difference to me.”

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